senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Andy McLeod Directs New Keep Britain Tidy Behaviour Change Campaign to Stub Out Littering

20/11/2023
Production Company
London, UK
173
Share
The campaign was created with Rattling Stick and VCCP London

UK-based independent environmental charity, Keep Britain Tidy, has launched an integrated brand campaign titled You’re not a litterer, in partnership with VCCP London and Cowry Consulting, one of the world’s leading Behavioural Science consultancies, created to stop people dropping cigarette butts, which accounts for 66% of all litter in England.

Directed by Andy McLeod through Rattling Stick, the TV ad features a judgemental duck who casts judgement on smoker’s behaviour without shaming the individual, allowing them to see the error of their ways. The duck acts as a silent observer, who can in a non-confrontational way point out how smokers wouldn’t dream of littering crisp packets or water bottles, so why on earth would they litter a cigarette butt?

Research revealed that although smokers believed littering was a negative behaviour, they didn’t see their cigarette butts as rubbish. It was this contradiction in thinking that allowed smokers to feel dropping the occasional cigarette butt was okay. Extensive research and a behavioural literature review also made clear that shaming smokers would result in them switching off to any instruction. In order to change behaviour we needed to find a way to modify their behaviour without alienating them. Humour is proven to be an excellent tool to encourage people to dispose of their rubbish correctly. Key to the campaign was also making sure the messenger who delivers such news is likeable and, able to cast judgement whilst provoking the right emotional response.  

The campaign will run throughout the UK across TV, VoD, D/OOH, social media and radio, until 18th December, with a second phase from 5th February until 11th March. 

Jim Thornton, executive creative director at VCCP added, “As a smoker who believed that littering was anti-social but ciggy butts didn’t count, I am the man in this campaign. (Not literally, obviously. I have more hair….) But I’m proud to say I have been suitably reformed by the smartness, wittiness and weirdness of Sophie and Miles’ brains, the deftness of Andy McLeod’s direction… and a terrifyingly judgy duck. If this campaign doesn’t work, I will literally eat my fag butts.”

Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound
SIGN UP FOR OUR NEWSLETTER
Work from Rattling Stick
Break the Silence
Samaritans x Norwich City
10/10/2024
20
0
Bring It On
George
31/07/2024
25
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0