{"id":19350,"date":"2024-11-12T12:55:34","date_gmt":"2024-11-12T12:55:34","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19350"},"modified":"2024-11-12T12:55:34","modified_gmt":"2024-11-12T12:55:34","slug":"drains","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/keep-britain-tidy\/drains","title":{"rendered":"Drains"},"content":{"rendered":"<div class=\"lazyblock-video-797zq wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1028353927?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-ZLAzjG 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><span style=\"font-weight: 400\">UK-based independent environmental charity <\/span><b>Keep Britain Tidy<\/b><span style=\"font-weight: 400\"> has today launched a new behaviour change campaign to highlight the environmental damage caused by dropping cigarette butts into drains.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Research by Keep Britain Tidy reveals that up to 5,000<\/span><span style=\"font-weight: 400\"> cigarette butts end up in a single drain every year in Britain. With over 1,000,000 drains nationwide, this presents an unprecedented volume of cigarette butts ending up in UK waterways.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">To raise awareness and encourage behavioural change, <\/span><b>VCCP London<\/b><span style=\"font-weight: 400\"> and <\/span><b>Good Relations<\/b><span style=\"font-weight: 400\"> partnered with a renowned pub, The White Swan, in Twickenham, to temporarily rename it to \u201cThe Poisoned Swan\u201d serving as a bold statement on the impact of improperly discarded cigarette butts on wildlife as they end up in rivers and waterways.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The initiative comes as the latest data from the environmental charity shows that cigarette butts make up 56% of all litter found in drains, with the hospitality industry having one of the highest volumes of littered cigarette butts outside their premises. To tackle this misconception, VCCP took over \u201cThe Poisoned Swan\u201d to raise awareness among patrons. Specially designed posters, beer mats, and drain stencils were used to remind smokers to dispose of cigarette butts responsibly, ensuring the message was both visible and memorable. VCCP also <\/span><span style=\"font-weight: 400\">changed their hanging sign, using a beautiful and disruptive illustration depicting a sick swan surrounded by cigarette butts. In the UK, many drains link directly to local watercourses, rivers and the sea. Cigarette butts are made out of plastic, which means they are non biodegradable and they also contain over 7,000 different chemicals<\/span><span style=\"font-weight: 400\">. Just one cigarette butt can contaminate up to 1,000<\/span><span style=\"font-weight: 400\"> litres of water.<\/span><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Leading the campaign, as an ambassador, was comedian <\/span><b>Johnny Vegas<\/b><span style=\"font-weight: 400\">, best known for his role as Geoff Maltby in the ITV sitcom <\/span><i><span style=\"font-weight: 400\">Benidorm<\/span><\/i><span style=\"font-weight: 400\">. As a former smoker, Vegas once faced a fine for dropping a cigarette butt down a drain instead of binning it, which was a moment that sparked a humorous exchange with Doncaster Council on Twitter. His experience highlights his personal journey toward behaving more responsibly, making him an ideal advocate for the campaign\u2019s message. He comments: \u201cIt seems a lot of smokers don\u2019t realise they\u2019re doing more harm than good by disposing of their butts in drains. I was one of them! I was once fined for throwing my ciggie down a drain. But it is littering and does have a big impact &#8211; so make sure you use a bin or a pocket ashtray to dispose of them correctly.\u201d<\/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\">Keep Britain Tidy has been working with local authorities to provide portable ashtrays, \u2018Butt Boxes\u2019 and stencils around drains which has resulted in a 57% decrease in cigarette litter down\u00a0 in test areas. This broader initiative aims to disrupt smokers&#8217; habits and encourage proper disposal methods, as demonstrated in VCCP London\u2019s ongoing campaign \u2018Cigarette Butts Are Rubbish\u2019. The best disposal methods for cigarette butts include bins and Butt Boxes (portable ashtrays which can be ordered <\/span><a href=\"https:\/\/keepbritaintidy.pbfulfilment.com\/\"><span style=\"font-weight: 400\">here<\/span><\/a><span style=\"font-weight: 400\"> from Keep Britain Tidy).\u00a0<\/span><\/p>\n<p><b>Allison Ogden-Newton OBE, Chief Executive <\/b><b>of Keep Britain Tidy said \u201c<\/b><span style=\"font-weight: 400\">Cigarette butts are the country\u2019s &#8211; and the world\u2019s &#8211; most widespread litter problem with billions being thrown on the ground or dropped down drains every year. These cigarette butts are made out of plastic and are covered in toxins, poisoning our environment. Many smokers believe that putting their butt down the drain is the right thing to do, but that couldn\u2019t be further from the truth. Once cigarette butts reach out waterways, they wreak havoc with the environment &#8211; in fact just one butt can contaminate up to 1,000 litres of water and harm wildlife. As a charity, we are thrilled that the White Swan and Johnny Vegas are joining us to educate, change behaviours and substantially reduce cigarette litter.\u201d<\/span><\/p>\n<p><b>Frances Leach, Creative Director at VCCP London<\/b><b> said <\/b><span style=\"font-weight: 400\">\u201c<\/span><span style=\"font-weight: 400\">It&#8217;s shocking, just how much damage one dropped cigarette butt can do, particularly to Britain&#8217;s wildlife. So many pubs are named after these animals we&#8217;re harming, so what better way to get people\u2019s attention on the issue, in a moment when they could also be smoking, than to hijack their beloved local. Not only did we change the name, but we worked with an artist to create a beautiful but disruptive illustration of a sick swan surrounded by cigarette butts, to replace their traditional hanging pub sign. This, along with posters, drain stencils and bespoke beermats, got our message out there loud and clear.<\/span><span style=\"font-weight: 400\">\u201d\u00a0<\/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-ZRve9C 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        As a charity, we are thrilled that the White Swan and Johnny Vegas are joining us to educate, change behaviours and substantially reduce cigarette litter \n        <cite>Allison Ogden-Newton OBE, Chief Executive of Keep Britain Tidy<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-19350","work","type-work","status-publish","hentry"],"acf":{"client_id":"17615","capability_ids":["988"],"hero_video":"","hero_image":{"ID":19361,"id":19361,"title":"TEMPLATE FOR WEBSITE (5)","filename":"TEMPLATE-FOR-WEBSITE-5.png","filesize":3393409,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5.png","link":"https:\/\/www.vccp.com\/uk\/work\/keep-britain-tidy\/drains\/attachment\/template-for-website-5","alt":"","author":"64","description":"","caption":"","name":"template-for-website-5","status":"inherit","uploaded_to":19350,"date":"2024-11-11 10:40:23","modified":"2024-11-11 10:40:23","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\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP London and Good Relations launch behaviour change campaign to stop Brits polluting UK waterways with cigarette butts down drains","meta-description":"VCCP London and Good Relations launch behaviour change campaign to stop Brits polluting UK waterways with cigarette butts down drains","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/TEMPLATE-FOR-WEBSITE-5.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17611,"post_author":"64","post_date":"2023-11-14 17:07:15","post_date_gmt":"2023-11-14 17:07:15","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"884456005\",\"blockId\":\"oMWNA\",\"blockUniqueClass\":\"lazyblock-video-oMWNA\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eUK-based independent environmental charity, \\u003c\/span\\u003e\\u003cb\\u003eKeep Britain Tidy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, has today launched an integrated brand campaign titled \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCigarette Butts are Rubbish\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, in partnership with \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eWavemaker UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eCowry Consulting\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, one of the world\u2019s leading Behavioural Science consultancies.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewas created to stop people dropping cigarette butts, \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich are the \\u003cb\\u003emost littered item in the UK\\u003c\/b\\u003e\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and its approach and creative was informed by research carried out with smokers by Cowry Consulting and \\u003c\/span\\u003e\\u003cb\\u003eVCCP Stoke\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eResearch revealed that although smokers believed littering was a negative behaviour, they didn\u2019t see their cigarette butts as rubbish - innovative research methods were used to identify not only what smokers say, but also how they feel subconsciously. It was this contradiction in thinking and feeling that allowed smokers to feel dropping the occasional cigarette butt was okay. Extensive research and a behavioural literature review also made clear that shaming smokers would result in them switching off to any instruction. It was therefore important to find a way to modify smokers\u2019 behaviour without alienating them. Humour and empathy are proven to be excellent tools to encourage people to dispose of their rubbish correctly. Added to this it was key to campaign success that the messenger chosen to deliver the news was likeable and able to cast judgement while provoking the right emotional response.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe resulting approach is an omnichannel campaign featuring a duck who casts judgement on a smoker\u2019s behaviour without shaming the individual, allowing them to see the error of their ways. The duck acts as a silent observer, who can in a non-confrontational way point out how smokers wouldn\u2019t dream of littering crisp packets or water bottles, so why on earth would they litter a cigarette butt?\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWavemaker UK is responsible for all media planning and buying for the campaign. Media activations will appear on high-profile AV launch spots across England, Wales, and Scotland to ensure the core message reaches and lands with its target audience. This will include a takeover at the O2 in London and mural in Manchester. Running in parallel will be tactical media communications at key points of action, such as targeted out-of-home (OOH) in high indexing locations as well as audio, podcast sponsorship and social. Further media activations have been devised to illustrate the positive outcome of a \u2018good\u2019 behaviour, including unlocking ad-free content on streaming services and bespoke in-game advertising.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe O2 takeover includes a 2 week behaviour intervention at the O2 arena, serving as an experiment to measure how effective communications can be in reducing the littering of cigarette butts at the O2 Arena. Bespoke campaign materials will be displayed at the O2 Arena, ranging from D\/OOH, to floor decals, posters, duck murals, and queue barriers.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe accompanying PR campaign will be implemented by \\u003c\/span\\u003e\\u003cb\\u003eGood Relations\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and launched with a stunt where a mound of rubbish representing 225,000 butts was installed on Kingston High Street.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAlison Ogden-Newton of Keep Britain Tidy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cWe wanted to create advertising that used best in class behavioural science to really speak to our audience, and we are thrilled with the output. Our charming feathered friend delivers an important message to smokers, who do not realise the devastating impact that their litter has on our environment. We are thrilled with the campaign and believe it will have a real impact on what is currently the UK\u2019s most littered item, cigarette butts.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJim Thornton, Executive Creative Director at \\u003c\/b\\u003e\\u003cb\\u003eVCCP \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201c\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs a smoker who believed that littering was anti-social but ciggy butts didn\u2019t count, I am the man in this campaign. (Not literally, obviously. I have more hair\u2026.) But I\u2019m proud to say I have been suitably reformed by the smartness, wittiness and weirdness of Sophie and Miles\u2019 brains, the deftness of Andy Mcleod\u2019s direction\u2026 and a terrifyingly judgy duck. If this campaign doeesn\u2019t work, I will literally eat my fag butts.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eOli Halliwell, Managing Partner at Wavemaker\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said, \u201cThe use of perceived \u2018judgmental\u2019 humour for the \u2018You\u2019re not a litterer\u2019 campaign, is a smart way to provoke behavioural change. However, the final part of the puzzle is to ensure the message lands, and resonates, with the target audience at the most relevant moments in their day-to-day lives. We look forward to seeing the impact that this campaign has on smokers\u2019 behaviour, which will mean fewer cigarette butts on the streets.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches today and will run \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003euntil 18th December, with a second phase from 5th February until 11th March.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2cVHSJ\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2cVHSJ\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"By pioneering new research techniques to measure the gap between conscious thought and unconscious actions we have created a campaign which is infused with behavioural science learnings and speaks to smokers in a completely different way.\\n\",\"quotee\":\"Raphy March, Chief Design \\u0026amp; Innovation Officer at Cowry Consulting\",\"blockId\":\"2vAl2d\",\"blockUniqueClass\":\"lazyblock-quote-full-width-2vAl2d\"} \/-->","post_title":"Keep Britain Tidy launch behaviour change campaign to stub out littering","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"keep-britain-tidy-launch-behaviour-change-campaign-to-stub-out-littering","to_ping":"","pinged":"","post_modified":"2025-04-08 14:16:37","post_modified_gmt":"2025-04-08 13:16:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17611","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17503,"post_author":"64","post_date":"2023-09-25 15:53:01","post_date_gmt":"2023-09-25 14:53:01","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eLondon, 25th September 2023: \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eUK-based independent environmental charity, \\u003c\/span\\u003e\\u003cb\\u003eKeep Britain Tidy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, has today announced the appointment of integrated communications agency \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to lead a new campaign to stop people dropping cigarette butts, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.keepbritaintidy.org\/smoking-related-litter\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich accounts for 66% of all litter in England\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. The project was won during a three-way competitive pitch.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIt 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe pitch saw a collaboration with \\u003c\/span\\u003e\\u003cb\\u003eCowry Consulting\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCowry Consulting and \\u003c\/span\\u003e\\u003cb\\u003eVCCP Stoke\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e worked collaboratively during the pitch process to ensure the \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecreative 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFurther 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAlison Ogden-Newton of Keep Britain Tidy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e 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\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z21vrRc\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z21vrRc\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"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\",\"quotee\":\"Andrew Peake, VCCP CEO\",\"blockId\":\"Z2juTYT\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2juTYT\"} \/-->","post_title":"Keep Britain Tidy chooses VCCP and Cowry Consulting for behaviour change campaign","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"keep-britain-tidy-chooses-vccp-and-cowry-consulting-for-behaviour-change-campaign","to_ping":"","pinged":"","post_modified":"2023-09-25 18:22:05","post_modified_gmt":"2023-09-25 17:22:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17503","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19310,"post_author":"64","post_date":"2024-11-06 14:34:03","post_date_gmt":"2024-11-06 14:34:03","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1026147719\",\"blockId\":\"1wGkcw\",\"blockUniqueClass\":\"lazyblock-video-1wGkcw\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, in partnership with its agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today launched a new integrated campaign designed to capture the true spirit of Christmas while celebrating special moments and diverse holiday traditions.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis out of home-led campaign marks the first time in years that Cadbury has released a campaign specifically centred around the beloved advent calendar, aiming to make Cadbury a part of everyone's countdown to Christmas. Whether it\u2019s the warmth of a family Christmas, a lively \\u0022friendsmas\u201d, or the magic of a children's nativity play, the campaign recognises the unique ways people come together to celebrate the festive season.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury is unwrapping the festive spirit with 24 unique out of home executions, each representing a day of the Cadbury advent calendar. Recognising that families and friends all countdown Christmas in their own special ways, VCCP sought to capture these various traditions by asking people what they\u2019re counting down to this holiday season. The result is a series of ads filled with real-life moments, transforming the traditional countdown into a joyful celebration of Christmas. From placing the final sparkling ornament on the Christmas tree, gathering around a mouthwatering family roast, sharing a sweet moment with a snowman, to the playful chaos of family charades, each execution captures the magic of those heartwarming holiday moments.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe real-life snapshots have also made their way into a heartwarming social and YouTube campaign. As November unfolds, the campaign builds excitement, mirroring the anticipation of opening that very first door of the Cadbury Advent Calendar on December 1st. It\u2019s more than a countdown, it\u2019s a celebration of all the little moments that make Christmas special.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign aims to promote the iconic Cadbury Dairy Milk chocolate advent calendar, which holds the top spot as the number one SKU in its category. Each calendar features 24 doors, each concealing a delicious treat made with Cadbury\u2019s world-famous chocolate. From the first of December through Christmas Eve, each opening reveals a mouth-watering piece of milk chocolate, transforming the daily countdown into a sweet celebration.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eNicole Partridge, Brand Manager at Cadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cThis year, we wanted to celebrate the unique heart-warming and funny moments that people across the UK look forward to each Christmas and highlight counting down to these with a Cadbury advent calendar. Counting down can be as exciting as Christmas day itself with so many moments of connection and fun to look forward to. This campaign is all about making those beloved Christmas memories even more special with a little piece of Cadbury each day!\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eFrances Leach, Creative Director at VCCP London,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cPlaying Pie Face after Christmas dinner, for me, is the best bit of Christmas. When else can I legitimately deliver a face full of spray cream to a family member? Our new Cadbury Advent Calendar campaign acknowledges that the \u2018thing\u2019 we are counting down to is often deeply personal. So we created 24 unique executions, one for each day of advent, celebrating the public\u2019s favourite Christmas moments using real family photos.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run across OOH, social and YouTube until 30th November across the UK and ROI. \u201cAdvent\u201d was brought to life with the help of VCCP\u2019s global content creation studio, Girl\\u0026amp;Bear, with media led by\\u003c\/span\\u003e\\u003cb\\u003e Publicis Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, owned channels by \\u003c\/span\\u003e\\u003cb\\u003eElvis\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and PR and influencer content led by \\u003c\/span\\u003e\\u003cb\\u003eOgilvy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZfJjGf\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZfJjGf\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Our new Cadbury Advent Calendar campaign acknowledges that the \u2018thing\u2019 we are counting down to is often deeply personal. 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