London Lite

With the launch of two more afternoon papers there has been an increase in negative PR about free newspapers in London and the amount of extra rubbish they generate.

The aim of the campaign was to combat some of the negativity by encouraging readers of Lite to take their copy away with them (preferably to be recycled) through press ads run in London Lite. To achieve this we adapted the iconic Keep Britain Tidy man for various London districts, in ways that reflected the cultural identity of the area.