Keep Britain Tidy

UK

Faced with a limited budget, ENCAMS (the Government agency responsible for Keep Britain Tidy campaigns) needed to find a means of communicating an anti-litter message to young people in 2003. We semiotically analyzed the meanings of litter within the context of youth culture, providing guidance around tonality, targeting and promotional concepts. This work led to a highly salient creative strategy that has continued to create real behavioral change amongst the target group.