Bin it for good - An award winning litter intervention with The Wrigley Company

34,314 items of litter prevented through Keep Britain Tidy’s Bin it For Good campaign with The Wrigley Company.

Overview & Objective

Local authorities, businesses and the public all want clean streets, however changing behaviour to prevent littering can be a challenge. Reducing litter is a priority issue for local authorities and a great deal of time and resource is dedicated to cleaning it up. The Bin it for Good campaign was developed by Keep Britain Tidy and The Wrigley Company to provide a simple and low cost solution to the problem of littering.  

Approach

The Bin It for Good campaign aims to incentivise people towards doing the right thing with their litter by offering local community benefits. For three months, all bins within a defined target area, such as a high street, park or residential area, are transformed into charity collection tins featuring a new local charity or cause each month, through the use of stickers on the outside of the bins. The more litter that goes into the bins, and the less on the ground, the more money the featured charity/ cause receives. The campaign is part funded by The Wrigley Company and delivered in partnership by Keep Britain Tidy and local land managers of the locations where the initiative takes place.  

Outcome

• Since 2014, we have worked with 14 local authorities to pilot the intervention to understand its effectiveness in different locations across England. These pilots achieved an average litter reduction of 24% across the 14 areas, with one site seeing a reduction of more than 80%.  

• Within three years, Bin it for Good has prevented an estimated 34,314 items of litter (almost one tonne) from being dropped on the ground, and raised more than £10,800 for participating charities. 

• The campaign featured in more than 100 local media articles within 3 years, reaching approximately 1.5 million readers, while 68% of 1,140 of people surveyed at the pilot sites said that initiative made them want to put their litter in the bin. 

Testimonials

“I hope it runs all year round, it is a brilliant initiative.” – Resident survey, 2015.

 

“Something that is very positive from this campaign is a raised awareness that the Council is taking a proactive approach towards litter. On the whole people are very positive towards the charity bins campaign. The Council are very pleased with the profile they have got as a result of the initiative.” – Project Partner, 2014.  

 

“As a result of the campaign, we have definitely raised awareness of the project and litter as an issue. We have actually had public enquiries about the project and what results were achieved. We have had emails about it and also questions on Twitter. We have also had good feedback from the media coverage.” – Project Partner, 2016.  

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