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A wild woodland
forest sprung up around London’s Willesden Green tube station today as the
Chewing Gum Action Group launched this year’s campaign to reduce gum littering.
The Chewing Gum Action
Group (CGAG) has created the UK’s first tube station surrounded by a pop-up
woodland, named Gum Forest, to raise awareness around responsible gum disposal.
conducted on behalf of Wrigley in 2016, discovered that people’s perception of
how natural a space is influences whether they’re likely to drop gum there so CGAG hopes the appearance of the
Gum Forest, a rural woodland in a urban space, will prompt people to change
their attitude to dropping gum – no matter where they are.
Emma Kenny explains: “There are many psychological reasons why people litter,
for the most part it's simply thoughtless behaviour, an individual’s incapacity
to understand how such a seemingly small action can lead to unnecessary and
needless environmental damage.
is this disregard for our outside surroundings that in return affects our
happiness and wellbeing. There is an abundance of research that evidences how
our local environment impacts on our state of mind. The cleaner and more
well-kept our surroundings, the calmer, more relaxed and in control we feel as
Though the forest will
live at Willesden Green in Brent for just one day, Brent’s Gum Forest will
live on, by being divided up between Brent’s community gardens.
is one of 44 local authorities and partners from across the UK taking part in
this year’s campaign, displaying campaign materials on poster sites, monitoring
gum litter and running Gum Forest creative activations. This year’s
campaign has seen a huge jump in participating councils, with three times more
areas taking part compared to 2016. For more information, please visit chewinggumactiongroup.org.uk,
or join the conversation using #gumforest and #binityourway.
Ethnographic research carried out from January-March 2016 in four UK
locations – Southampton, Kettering, Doncaster and Islington. The research
included 160 hours of observation, 40 on street interviews and 16 long
Keep Britain Tidy is a registered Charity No. 1071737. Registered as a Company limited by guarantee in England & Wales No. 3496361. Registered office at Elizabeth House, The Pier, Wigan, WN3 4EX.
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