Fight Fly-tipping Fortnight - #RubbishDeal

Fight Fly-tipping Fortnight was a national behaviour change campaign delivered by Keep Britain Tidy in partnership with Barley Communications to tackle one of the UK’s most visible environmental crimes.

It ran nationally for two weeks in November 2025, creating a focused moment to drive awareness and action.

The campaign addressed the role of rogue waste operators advertising cheap waste removal services online, reframing these offers as a #RubbishDeal. It simplified the legal concept of duty of care into three clear actions: ask for a waste carrier licence, check it, and get a receipt.

A fully integrated communications approach combined national media relations, targeted paid social advertising, organic social content and a scalable local authority toolkit. Seventy local authorities and partners took part, enabling coordinated national and local delivery.

The campaign generated 164 pieces of media coverage and 944 million opportunities to see or hear, alongside strong digital engagement.

Independent YouGov research demonstrated clear behaviour change. After seeing the campaign, 74% said they were less likely to hire cheap waste operators, while 55% said they would follow all three recommended steps.

Fight Fly-tipping Fortnight successfully translated awareness into action, equipping consumers with the knowledge and confidence to dispose of waste responsibly and helping to prevent environmental crime at scale.