Key highlights include:

• The latest results of the National Litter Pollution Monitoring report showed the percentage of gum as a proportion of litter at 9.1%, down from 9.4% the previous year (2020).
• Campaign awareness across OOH , TV & Online is at a record high level !
• Post campaign surveys show that nearly 9 in 10 (87%) claim to dispose of their gum correctly.
• Nearly 7 in 10 people agree that the campaign is at least fairly likely to stop them dropping gum, the highest level seen in the current campaign.
• 45% of respondents claimed that they stopped dropping gum because they saw the Bin-It campaign, up from 41% in 2019.
• 60% of people said the campaign has made them want to change the way they get rid of their gum.
• The Bin It! Roadshow visited 5,476 students in 54 primary and secondary schools across Ireland.
• 100 pieces of media coverage were secured during the 2022 campaign.

Key highlights include:

• The latest results of the National Litter Pollution Monitoring report showed the percentage of gum as a proportion of litter at 9.4%,down from 10.6% the previous year (2019).
• More than three in five (63%) people agree that the campaign is at least fairly likely to stop them dropping gum, the highest level seen in the current campaign.
• 48% of respondents claimed that they stopped dropping gum because they saw the Bin-It campaign, up from 41% in 2019.
• 60% of people said the campaign has made them want to change the way they get rid of their gum.
• The new Bin It! virtual show launched in October to 730 secondary schools across Ireland.
• 128 pieces of media coverage were secured during the 2021 campaign.

Speaking at the official launch of the 2019 campaign, Minister for Communications, Climate Action and Environment, Richard Bruton said; “I am delighted to launch the 2019 Gum Litter Taskforce Campaign today here in Raheny. Tackling gum litter is part of a much wider challenge – how we dispose of waste properly and use our resources effectively more generally. Litter on our streets is a very tangible, visible example of the kind of damage that is being done. The GLT campaign has made great progress over the years in enacting positive behavioural and attitudinal change amongst the public when it comes to proper gum disposal, but more is required. Together, we must continue to work hard to tackle the issue of littered gum for the betterment of our environment and the overall streetscape of the communities in which we live and this campaign is very important in that regard.”

Paul Kelly, Chairman of the GLT added; “Since its inception, the GLT campaign has sought to educate the public on the correct manner in which to dispose of used gum in a bid to tackle improper gum disposal. The latest research results have shown how this ambition has been made a reality, with 88% of people now saying that they always dispose of their gum correctly. Going forward, we will look to build on these positive results further still and will continue in our efforts to fully rid our streets of littered gum. Today’s national campaign launch marks the beginning of a broader nationwide campaign which includes an advertising campaign and a school’s education programme, Bin It!”.

Katherine Hogan, Corporate Affairs Director, Mars Ireland said; “Mars Wrigley Ireland are delighted once again to be part of this positive and vibrant campaign. Through awareness raising and educational initiatives, the GLT campaign has had demonstrable success to date in changing behaviour and attitudes towards gum litter and encouraging positive gum disposal. Although industry funded, the GLT campaign would not have been able to reach the heights which it has to date without the enthusiastic buy in and hard work of local authorities and local communities right around the country in tackling the issue of littered gum head on. As ever, we look forward to matching this spirit of enthusiasm through our continued support for this campaign and to playing our part in tackling the issue of gum litter shoulder to shoulder with communities the length and breadth of the country. 

The 2019 campaign is the second in a three-year cycle which commenced on foot of a negotiated agreement between the Department of Communications, Climate Action and Environment and Food Drink Ireland (FDI) representing the gum industry.

Each of the local authorities will launch their own campaigns in the coming weeks. The 25 participating authorities are: Cavan County Council, Clare County Council, Cork City Council, Cork County Council, Clare County Council, Dublin City Council, Donegal County Council, Dún Laoghaire–Rathdown County Council, Fingal County Council, Galway County Council, Kerry County Council, Kildare County Council, Laois County Council, Leitrim County Council, Limerick City and County Council, Longford County Council, Louth County Council, Monaghan County Council, Roscommon County Council, Sligo County Council, South Dublin County Council, Tipperary County Council, Westmeath County Council, Wexford County Council and Wicklow County Council.

Welcoming the renewal of the agreement, Minister Naughten said:

“The agreement to renew this initiative for the three-year period to 2020 represents a genuine commitment by industry to finding a solution to improper gum disposal.  Monitoring results since 2008 have demonstrated an improvement in gum litter levels over the course of each Gum Litter Taskforce campaign, with a consistent reduction in gum litter as a proportion of total litter from 30.8% in 2008, falling annually to a low of 11.2% in 2015, as measured by the National Litter Pollution Monitoring System Report.  This demonstrates that the campaign has had a positive impact and I am confident that this new agreement will see further reductions in gum litter levels.”

The renewed programme will continue to focus on achieving a lasting change in gum disposal behaviour, by encouraging people to put used gum in a bin. Several important elements will be continued, including the 'Bin It' school tour- a school educational workshop programme aimed at 14-16 year olds.  The new agreement will also include a multi-media gum disposal messaging campaign, responsible chewing gum disposal messaging on packaging and standalone experiential events.

The programme is comprehensive and highly targeted in order to address the root cause of the problem.  Acknowledging the industry's commitment to continuing to invest in tackling the issue of gum litter through research and development, the Minister said that he believes industry is genuinely committed to finding a solution to the particular problems caused by the improper disposal of chewing gum.

"This is a well thought out example of Government and industry working positively and constructively together to improve our environment to the benefit of all our citizens."

Speaking at the official launch of the 2017 campaign, Minister for Communications, Climate Action and Environment Denis Naughten said: “It is always great to be involved with the Gum Litter Taskforce campaign and to launch this year’s campaign here in my local constituency is particularly significant for me. Litter is a bugbear of mine. Gum litter like all litter is something we must work together on to eradicate. This campaign aims to change attitudes and behaviour when it comes to the disposal of used gum and to date it has seen very positive results. Complacency is not an option for any of us that are determined to see our environment and our communities free from litter.  I hope this year’s campaign enjoys just as much success as it did last year and it has my full support and that of the Government." 

Also commenting on the launch, the Cathaoirleach Cllr. Tony Ward said: “This is a great initiative to bring communities together in support of this campaign both here in Roscommon and in towns across the country. The GLT campaign contributes significantly to the fight against gum litter and we’re delighted to be a part of it again this year.”

Paul Kelly, Chairman of the GLT added: “Each year the campaign seeks to educate people on the correct disposal of gum and while we have seen very positive results to date, we want to continue encouraging a positive behaviour change amongst the small minority who are still disposing of gum incorrectly. The latest research results highlighted a significant increase in those who say they never drop gum which points towards the success of the campaign since its inception at targeting younger people who are taking the message home with them and into households across Ireland. The national launch today is just one element of this nationwide campaign which also includes a national advertising campaign and a schools education programme, Bin It!”

Industry representative Alex West; Senior Manager, Corporate Affairs – UK & Ireland for the Wrigley Company (a subsidiary of Mars Inc) said: “The Wrigley Company is delighted to be the industry representative on the GLT and be part of such a successful campaign. The Gum Litter Taskforce is a unique industry funded initiative that runs in partnership with local and national government and civic society to tackle a common goal through awareness and education. The campaign results to date have demonstrated the success our approach has had in changing behaviour and attitudes to gum littering.”

This is the third year of the latest campaign, the result of an agreement between the Department of Communications, Climate Action and the Environment and Food Drink  Ireland (FDI) representing the gum industry, to fund a national gum litter awareness programme from 2015-2017.

Each of the local authorities will launch their own campaigns in the coming weeks. The 27 participating  authorities are: Clare County Council, Longford County Council, Cavan County Council, Cork County Council, Cork City Council, Donegal County Council, Dublin City Council, Dun Laoghaire/Rathdown County Council, Fingal County Council, Galway City Council, Galway County Council, Kerry County Council, Kildare County Council, Kilkenny County Council, Laois County Council, Leitrim County Council, Louth County Council, Limerick City and County Council, Monaghan County Council, Roscommon County Council, Sligo County Council, Sough Dublin County Council, Tipperary County Council, Waterford County Council, Westmeath County Council, Wexford County Council and Wicklow County Council.