MediaCom Ireland has joined forces with the Gum Litter Taskforce (GLT) to drive awareness of the ‘Bin Your Gum When You’re Done’ campaign.
The initiative aims to inspire behavioural change by showcasing positive ways to dispose of chewing gum.
The Gum Litter Taskforce is a joint initiative whose members include representatives of the chewing gum industry such as Mars Wrigley, as well as the Department of the Environment, Food Drink Ireland and local authorities.
The campaign will run from June to September. The annual initiative was unfortunately cancelled in 2020 due to COVID-19 restrictions.
Avril Donlon, executive with the Gum Litter Taskforce said, "This is a key initiative for us in terms of raising awareness of the importance of properly disposing of your chewing gum.
"Many people don’t realise that this can be a significant and emotive issue for local authorities and residents, as it can be costly to remove gum when it is improperly disposed of,” she added.
The Campaign Platforms
The campaign involves the utilisation of Audio-Visual, Out of Home (OOH), Radio, Digital Audio, and Digital Display advertising formats, the group said.
This year the campaign focuses heavily on digital advertising formats, as a result of decreased footfall due to COVID-19 restrictions, it added.
2021 also marks the first time the campaign has heavily utilised influencers and partnered with Greencastle Media, which has created an interactive game as part of the campaign.
Egle Jankeviciene, account director with MediaCom said, “MediaCom is proud to support the Gum Litter Taskforce in this campaign, which highlights an often overlooked issue when it comes to gum littering."
"We believe that the variety of different advertising formats utilised in the campaign will continue building awareness and spreading the important message that dropping gum on the ground is littering,” she said.
Nicola Forde, corporate affairs manager, Mars Wrigley Ireland added, "It is important that we maintain momentum on our journey to achieving a cleaner, greener Ireland through initiatives like the GLT and build on the success that the campaign has achieved since it commenced in 2007.”