Case Study: Keep Britain Tidy reduces dog fouling by 46% with Carbon Creative's "We’re Watching You" campaign

Keep Britain Tidy reduces dog fouling by 46% with Carbon Creative

Keep Britain Tidy, an independent environmental charity, faced the challenge of reducing pervasive dog fouling in public spaces. The issue was particularly prevalent at night when irresponsible dog owners felt unseen. The charity needed an inexpensive, highly effective behavior change campaign to demonstrate results to local authorities. They partnered with vendor Carbon Creative to develop a campaign.

Carbon Creative developed the award-winning "We're Watching You" campaign, which used innovative posters featuring glowing, piercing eyes and direct messaging to create the feeling of being monitored. The posters were printed on a substrate that charges in daylight and glows in the dark for maximum impact. This solution from Carbon Creative led to an average reduction in dog fouling of 46% across the sites studied, with the highest reduction reaching 78%.

Keep Britain Tidy