Litter Fairy

Litter Fairy

The brief

Develop a campaign to reduce litter in London, by stigmatising littering, with the aim of changing people’s behaviours, to make them think twice before they dropped litter. The budget to deliver this campaign was exceptionally small making partnership working critical to its success.

The solution

We worked with the ad agency Euro’s who provided pro bono creative work, to develop a campaign to shock people into thinking about litter as their responsibility, bought tactically at places where people are most likely to litter e.g. bus shelters.

The results

  • Sponsored by Onyx, Val Pac, and LBC radio
  • 12% of Londoners saw the poster ads
  • The cinema ad delivered a 5% shift in making people feel more responsible for their own litter