This is the third agreement with government and the "Bin your gum when you're done" campaign builds on the success of previous campaigns. The campaign is an effective way of demonstrating how we can all dispose of gum in the correct way.

How do we measure campaign success?

Attitude and awareness survey monitoring is carried out by Millward Brown on behalf of the GLT after each campaign and results have shown a steady build in awareness. Independent gum litter monitoring was also undertaken by chosen local authorities and results have been extremely positive.

What's next?

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 number of years. The Gum Litter Taskforce (GLT) is responsible for developing and implementing an awareness campaign to reduce littered gum in the most sustainable way - by changing irresponsible disposal behaviour, the root cause of the issue - by encouraging the public to dispose of their gum responsibly.

The GLT campaign includes a set of integrated education and awareness initiatives including a mass media advertising campaign, a schools education campaign and local authority involvement.

The campaign runs for a three year period and to date a 2007 - 2009 and 2012 - 2015 campaign has been successfully completed. 2015 was the first year of a new three year campaign, agreed with the Department of the Environment, Community and Local Government which will run until the end of 2017. The agreement includes new mechanisms to further enhance and reinvigorate the campaign.

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+353 (0)1 605 1511

GLT Executive, IBEC, Confederation House 84-86 Lower Baggot Street, Dublin