Nottingham Council Gets Stuck Into Chewing Gum Campaign

16 September 2011

Nottingham City Council this month launched a month-long awareness campaign aimed at reducing the amount of gum litter on the streets of Nottingham　

Chewing Gum Action Group's 2011 Campaign Poster

The Council is just one of the 12 local authorities nationwide to partner with the Chewing Gum Action Group, an organisation chaired by Defra and funded by the chewing gum industry, to challenge consumer behaviour.　

The campaign ran from the 5th September and will end 30 September, consisting of advertising funded by the Chewing Gum Action Group using outdoor spots, which includes roadside banners, bus stops, lampposts and telephone kiosks.

The ads aim to make people aware that chewing gum is classed as litter and those dropping gum will be issued with an £80 Fixed Penalty Notice if caught.　

The Citizens Survey frequently cites dropped chewing gum as an example of unacceptable litter by local people. The effect on perceived cleanliness makes it a serious issue for the city.

Figures have shown that Local Authorities benefit from the Chewing Gum Action Group's funded advertising, by seeing their gum litter reduced by an average of 43 percent.

When discarded onto the street, it becomes extremely difficult and costly to remove with each piece of gum costing　10p to remove, the council revealed.

Chewing gum is highly resistant to aggressive chemicals and does not degrade.　

Councillor Alex Norris, Portfolio Holder for Area Working, Cleansing and Community Safety said: "Chewing gum is one of the worst types of litter because it's difficult and costly to clean up and it's an annoyance for anyone who gets it stuck to them."　

"Throughout the campaign we will be engaging with the public, raising awareness and also reminding everyone that dropping gum is a fineable offence. Littered gum is unsightly, messy and costly to remove so we hope that this campaign will encourage people to stop and think before they drop their gum. Our message is easy - put your gum in the bin or risk a £80 fine."　

Later this month, a new high-powered cleansing machine for the city centre, funded by the Nottingham Retail Business Improvement District, will be launched to provide additional levels of cleansing for its levy payers and around the main shopping areas of the city.

www.chewinggumactiongroup.org.uk

Darrel Moore