Dog Poo Fairy cleans up
16 November 2011
Keep Britain Tidy’s Dog Poo Fairy sprinkled her magic dust at the How-Do UK Public Services Communications Awards last night when the ‘There’s No Such Thing as the Dog Poo Fairy’ campaign won the ‘Insight Award’ category.
The ‘Insight Award’ is given for the creation of a campaign that reflects knowledge and understanding of its target audience.
Event organisers Don't Panic commented: “The judges felt this campaign was cleverly implemented with strong analysis and strategy. By using a wide range of communication tools Keep Britain Tidy produced excellent, well-executed results, giving good insight and overall producing a great media campaign."
The campaign proved a hit not only with the judges but attendees at the event with positive comments appearing across Twitter throughout the ceremony.
The campaign to encourage irresponsible dog owners to clean up after their pets features an eye-catching creative of a ‘dog poo fairy’ and the message ‘There’s no such thing as the Dog Poo Fairy’.
94 local authorities across England took part in the national campaign in September 2010, the results of which far exceeded expectations with monitored sites showing a 43% reduction in dog fouling. In some cases, local authorities recorded impressive reductions of up to 90%.
Louise Marsden, Strategic Communications Manager at Keep Britain Tidy, said: “This is a fantastic win and acknowledges the strength of a campaign which continues to run across the country.”
More information is available here for local authorities who want to take part.