Communication that matters
Hubbub and Ellipsis Earth delivered an anti-littering campaign from March to August 2021 in Bournemouth, Christchurch and Poole (BCP), funded by McDonald’s and supported by Barley Communications. Ellipsis conducted the most scientifically robust litter survey ever in the UK using drone technology and AI. This data was used by Hubbub to develop litter-busting interventions in BCP’s beaches, parks, and urban spaces. The results of the three surveys were used to grab the target audiences’ attention on social media, and local and national media. Playful and thought-provoking social media content was shared by all campaign partners. Barley achieved 82 pieces of coverage with opportunities to see/hear of over 158 million. On average, there was an outstanding 75% reduction in litter where data-driven interventions were placed. Some individual locations achieved phenomenal reductions of nearly 90%. A replicable template for future projects in other locations now exists, with a firm commitment from Glasgow City Council to follow suit.