{"id":17503,"date":"2023-09-25T15:53:01","date_gmt":"2023-09-25T14:53:01","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17503"},"modified":"2023-09-25T18:22:05","modified_gmt":"2023-09-25T17:22:05","slug":"keep-britain-tidy-chooses-vccp-and-cowry-consulting-for-behaviour-change-campaign","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/sep\/keep-britain-tidy-chooses-vccp-and-cowry-consulting-for-behaviour-change-campaign","title":{"rendered":"Keep Britain Tidy chooses VCCP and Cowry Consulting for behaviour change campaign"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z21vrRc wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><b>London, 25th September 2023: <\/b><span style=\"font-weight: 400\">UK-based independent environmental charity, <\/span><b>Keep Britain Tidy<\/b><span style=\"font-weight: 400\">, has today announced the appointment of integrated communications agency <\/span><b>VCCP London<\/b><span style=\"font-weight: 400\"> to lead a new campaign to stop people dropping cigarette butts, <\/span><a href=\"https:\/\/www.keepbritaintidy.org\/smoking-related-litter\"><span style=\"font-weight: 400\">which accounts for 66% of all litter in England<\/span><\/a><span style=\"font-weight: 400\">. The project was won during a three-way competitive pitch.<\/span><\/p>\n<p><span style=\"font-weight: 400\">It is estimated that at any one moment in England there are 2.4million dropped cigarette butts on our high streets which each take 14 years to break apart into microplastics. During this time they leach toxic chemicals including arsenic, lead, formaldehyde and nicotine into the environment which affects the development of organisms, even at the very foundation of the ecosystem.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The pitch saw a collaboration with <\/span><b>Cowry Consulting<\/b><span style=\"font-weight: 400\">, one of the world\u2019s leading Behavioural Science consultancies, who were acquired by VCCP Group in January this year and represents the first joint win since the acquisition. VCCP also brings vast experience in creating behavioural change campaigns, having worked with Transport for London since 2016.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Cowry Consulting and <\/span><b>VCCP Stoke<\/b><span style=\"font-weight: 400\"> worked collaboratively during the pitch process to ensure the <\/span><span style=\"font-weight: 400\">creative ideas adhered to key behavioural principles. As well as using behavioural models to inform ways to engage the audience, VCCP Stoke conducted in-person qualitative groups with smokers which influenced the pitch presentation.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">Further research between Cowry Consulting and VCCP with smokers uncovered the fact that whilst most smokers would not dream of dropping litter such as drinks cans or crisp packets, they do not view dropping cigarette butts as nearly as bad, and often do not even consider it as littering.<\/span><\/p>\n<p><span style=\"font-weight: 400\">VCCP and Cowry Consulting will now work towards shifting this perception and driving behaviour change, with the campaign set to launch across the UK this November.<\/span><\/p>\n<p><b>Alison Ogden-Newton of Keep Britain Tidy<\/b><span style=\"font-weight: 400\"> said: \u201cCigarette butts remain the single most littered item in our country. At Keep Britain Tidy, we are on a mission to dramatically reduce cigarette litter by 2025, which is no small undertaking. We were impressed by VCCP and Cowry\u2019s audience research at pitch stage, drawing insights that have been translated into engaging and persuasive creative. We are greatly excited about the work and look forward to launching the campaign later this year.\u201d<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z2juTYT wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        I\u2019m pleased that with our colleagues in Cowry Consulting, we can do our bit to help stub out this littering behaviour and to correct some people\u2019s views about the impact of their habits \n        <cite>Andrew Peake, VCCP CEO<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","categories":[191],"class_list":["post-17503","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["988"],"client_id":"","hero_video":"","hero_image":{"ID":17506,"id":17506,"title":"KBT","filename":"KBT.png","filesize":5020382,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT.png","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/sep\/keep-britain-tidy-chooses-vccp-and-cowry-consulting-for-behaviour-change-campaign\/attachment\/kbt","alt":"","author":"57","description":"","caption":"","name":"kbt","status":"inherit","uploaded_to":17503,"date":"2023-09-25 17:20:50","modified":"2023-09-25 17:20:50","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Keep Britain Tidy appoints VCCP and Cowry Consulting to lead major behaviour change campaign","meta-description":"UK-based independent environmental charity, Keep Britain Tidy, has today announced the appointment of integrated communications agency VCCP London to lead a new campaign to stop people dropping cigarette butts, which accounts for 66% of all litter in England.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/KBT.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17219,"post_author":"64","post_date":"2023-08-14 14:43:09","post_date_gmt":"2023-08-14 13:43:09","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003ePrimark\\u003c\/strong\\u003e, the international fashion retailer, has appointed \\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e as its global branding and creative agency partner following a three-way competitive pitch process.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs Primark ramps up its expansion across new markets, channels and products and grows\u00a0\\u003cbr \/\\u003eits brand across Europe and the US, VCCP has been tasked with creating a global creative platform that brings the passion of the Primark brand to life through all its communications. Building on the foundations of Primark\u2019s brand strategy, purpose and values which the retailer has spent the last year developing, the platform will act as the springboard for Primark\u2019s campaigns, with the first campaign going live in key markets US and Germany imminently.\\u003c\/p\\u003e\\n\\u003cp\\u003eVCCP will work with Primark to create a powerful and differentiated 360 visual identity as well as developing its brand architecture and supporting the retailer to build out its communications and vision around Primark Cares, its strategy to become a more\\u003cbr \/\\u003esustainable and circular business by 2030. The global account will be run by both \\u003cstrong\\u003eVCCP London\\u003c\/strong\\u003e and \\u003cstrong\\u003eVCCP US\\u003c\/strong\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003eThis follows the appointment of Michelle McEttrick last September to the newly created position of Chief Customer Officer with a remit to further develop the Primark brand and customer strategy.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eCommenting on the partnership, \\u003cstrong\\u003eMichelle McEttrick, Chief Customer Officer at Primark\\u003c\/strong\\u003e said: \u201cWe are delighted to be teaming up with such a talented group of people as we take the Primark brand to the next level. Our brand is at different stages across our 16\\u003cbr \/\\u003ecountries and with plans to reach 530 stores by the end of 2026, ensuring a simple, consistent, and focused approach which allows flexibility in-market will be essential for our continued success.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong style=\\u0022font-size: revert;color: initial\\u0022\\u003eJulian Douglas, International CEO, VCCP said: \\u003c\/strong\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003e\u201cVCCP\\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003e is thrilled to create a long term \\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003epartnership with Primark, an iconic brand on the shopping streets of Europe with huge global \\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003egrowth ambitions.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z293fPf\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z293fPf\"} \/-->","post_title":"Primark appoints VCCP as global branding and creative agency partner","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"primark-appoints-vccp-as-global-branding-and-creative-agency-partner","to_ping":"","pinged":"","post_modified":"2023-09-18 17:04:03","post_modified_gmt":"2023-09-18 16:04:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17219","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17401,"post_author":"67","post_date":"2023-09-19 14:41:27","post_date_gmt":"2023-09-19 13:41:27","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bronze for Film, and Bronze for Copywriting awards come thanks to a huge effort from a number of people. 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