MediaCom Ireland has joined forces with the Gum Litter Taskforce to drive awareness of the ‘Bin Your Gum When You’re Done’ campaign. The initiative aims to inspire behavioural change by showcasing positive ways to dispose of chewing gum. The Gum Litter Taskforce is a joint initiative whose members include representatives of the chewing gum industry such as Mars Wrigley, as well as the Department of the Environment, Food Drink Ireland and local authorities.
The campaign will run from June to September. The annual initiative was cancelled in 2020 due to Covid-19 restrictions.
The campaign involves the utilisation of audio-visual, OOH, radio, digital audio, and digital display advertising formats, as well as a social media campaign utilising influencers including Niamh O’Sullivan, Tadgh Fleming and Marty Guilfoyle and a digital brand partnership with Greencastle Media, owner of the Lovin, Joe.ie and Her.ie media brands.
This year the campaign focusses heavily on digital advertising formats, as a result of decreased footfall due to Covid-19 restrictions. 2021 also marks the first time the campaign has heavily utilised influencers, and partnered with Greencastle Media, which has created an interactive game as part of the campaign.
According to Avril Donlon, the Gum Litter Taskforce said: “We were delighted to work with MediaCom on planning and launching the ‘Bin Your Gum When You’re Done Campaign’. This is a key initiative for us in terms of raising awareness of the importance of properly disposing of your chewing gum. Many people don’t realise that this can be a significant and emotive issue for local authorities and residents, as it can be costly to remove gum when it is improperly disposed of.”
“MediaCom is proud to support the Gum Litter Taskforce in this campaign, which highlights an often overlooked issue when it comes to gum littering. We believe that the variety of different advertising formats utilised in the campaign will continue building awareness and spreading the important message that dropping gum on the ground is littering,” adds Egle Jankeviciene, Account Director with MediaCom.
Nicola Forde, Corporate Affairs Manager, Mars Wrigley Ireland adds: “Mars Wrigley are pleased to support the return of this positive and vibrant awareness campaign in 2021. It is important that we maintain momentum on our journey to achieving a cleaner, greener Ireland through initiatives like the GLT and build on the success that the campaign has achieved since it commenced in 2007.”