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Segmentation research revealed some interesting attitudes and behaviour patterns that helped us identify a group which can be termed 'Excuses, Excuses': they know it's wrong to drop gum, so do it discreetly – yet they feel guilty afterwards.
Human nature is such that we resist when we are told not to do something. Nobody likes being told off or criticised and if we are then we tend to do precisely the opposite. This is particularly true among young people, who form a large proportion of those who drop gum irresponsibly.
In line with this insight, previous campaigns laid a solid foundation by saying ‘thanks’ to people for binning their gum properly. This campaign retains an element of gratitude, signing off with ‘thanks’. However, its more direct visual approach focuses on the risk of a €150 fine for people who do not bin their gum responsibly.
The GLT initiative will continue to build upon the very real and significant improvements which have been made in relation to gum litter awareness and disposal behaviour over the past three years.
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