Case Study: Keep Britain Tidy reduces vehicle litter with Carbon Creative

Keep Britain Tidy cuts vehicle litter by 30% with Carbon Creative

Keep Britain Tidy, a leading independent environmental charity, faced the challenge of reducing the amount of litter thrown from vehicles onto roadsides. They engaged the vendor Carbon Creative to develop a campaign aimed at changing the behavior of motorists who litter.

Carbon Creative developed a hard-hitting poster campaign for placement in motorway service stations. The creative approach used negative social perceptions to motivate change, with one poster subtly shaming litterers and another using direct, harsh language. The campaign pilot resulted in a measurable impact, with a 30% decrease in bags of litter collected and a 25% decrease in individual littering instances at half of the test sites.

Keep Britain Tidy