In line with the insight that people don't like being told off or criticised, previous campaigns laid a solid foundation by saying ‘thanks’ to people for binning their gum properly. The "Bin man" campaign (2008 – 2009) retained an element of gratitude, signing off with ‘thanks’. Over the last couple of years the campaign has progressed towards a more direct visual approach focusing on the risk of a €150 litter fine for people who do not bin their gum responsibly.

The GLT evaluates campaign success by conducting independent litter monitoring in Dublin, Waterford, Cork, Limerick and Galway. We also carry out attitude and awareness surveys. A scientific method for gum litter monitoring was designed and implemented using a rigid monitoring system agreed with the Department of Environment, Community & Local Government and implemented by Tobin Consulting Engineers.

Attitude and awareness survey monitoring was carried out by Millward Brown Lansdowne on behalf of the GLT after each campaign. This showed a steady increase in awareness due to the campaign. Some of the findings are as follows:

• The perception of chewing gum that was viewed as litter increased from 79% in 2007 to 89% in 2009.
• In 2009, 59% claimed that the GLT poster had already made them stop dropping gum on the street or is very/fairly likely to make them stop compared to 52% in 2008.
• 51% claimed that in 2008, enforcement officers issuing fines had already made them stop dropping gum or were very or fairly likely to make them stop dropping gum. In 2009 the comparable figure was 65%.
• In 2009 benchmarking research independently undertaken by Mediacom, found that the GLT Campaign v's other Government Information Campaigns had a call to action of 76.3% v's 34.6%. (A call to action is a measure of the extent of a campaign to change behaviour).
• In 2007, 15 Local Authorities participated in the campaign, growing to 30 Local Authorities in 2009. Their support has been crucial to the success of the campaign.
• The tailored education programme 'Bin It!' was supported by an innovative actor tour which was presented to over 14,000 students around the country. Of those surveyed by EdComs (Edcoms specialise in developing education programmes) 89% felt they had learnt something from the lesson. Over 500 schools have also requested the free resource pack. This equates to a 55% take up of the programme in secondary schools.