Keep Britain Tidy research shows that, unlike the teenagers pictured above, many young people are heavy litterers and are responsible for much of the litter dropped on our streets each year. However, this age group are extremely difficult to target with campaign messages and have very little guilt over littering.
In 2003 and 2004 we ran a high profile advertising campaigns using a series of advertisments deliberately overplaying the importance of putting litter in the bin.
Keep Britain Tidy acheived an overall decrease of 8% in the campaign. Taking a sustained approach to marketing to 13-16 year olds was very successful and the results of attitudinal and awareness questionnaires revealed that those who admitted dropping litter said that the rat poster would change their behaviour in the future
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If you would like to find out more about this campaign please contact the marketing team