Our winning entry with Wrigley for the AIM Nudging for Good Awards

Last week our charity bins project with Wrigley won the AIM Nudging for Good Awards,  see our winning video here.

Last week our charity bins project with Wrigley won the AIM Nudging for Good Awards, see our winning video here.


Litter bins become charity collection tins

Bin it for good reaches new towns - reducing littering and raising funds for local charities.

Our new “Bin it for good” initiative, supported by The Wrigley Company, has now been completed in Sutton, Haringey, Nottingham and Kettering, raising over £2,700 for local charities.

Bin it for good encourages people to do the right thing and put their rubbish in the bin while at the same time making money for local charities. The project is a win-win... the more rubbish that goes in the bin and the less litter that is thrown on the ground, the more money is given to good causes.

As well as cutting the amount of litter on the ground, Bin it for good also changes people’s attitudes to litter and littering. As part of the pilot a survey revealed that 71% of people said the project made them want to put their litter in the bin.

The project, whose pilot saw an average reduction of 30% in dropped litter, is now going on in Selby (in North Yorkshire) and Winsford (in Cheshire).

Three local charities benefit for a month each. In Winsford the council have chosen Cotswold House, the Salvation Army and Winsford Sensation. In Selby, the project will be supporting two of their chairman's charities, Asthma UK and Macmillan Cancer Care. Selby District Council is asking their residents to nominate the charity who will benefit from the third month of donations. 



New action plan to tackle fly-tipping launches

Reaching the Tipping Point: our action plan for fly-tipping is launched at the Tidy Britain All-Party Parliamentary Group.


Reaching the Tipping Point: our action plan for fly-tipping is launched at the Tidy Britain All-Party Parliamentary Group. The launch comes as we reveal the results of two new surveys that show the true scale of the problem.

In the first of two surveys, we found out that 70% of local authorities say fly-tipping is a major problem, while a separate Ipsos MORI survey shows that over a third of people (36%) said they thought it was OK to do things that are legally defined as fly-tipping. 

The growing cost of clearing up unsightly fly-tipped rubbish is putting pressure on local authorities that are already struggling with funding problems.

53% of local authorities who said fly-tipping was a major problem think that changes – including the increase of bulky waste charges and closing recycling centres - have contributed to the problem.

Keep Britain Tidy Chief Executive Allison Ogden-Newton said: “We know that local authorities are at their wits’ end trying to tackle the growing crisis of dumped rubbish and our surveys show that there is a real challenge here to educate the public that not only is it not OK to fly-tip, it is illegal and can result in a substantial fine for householders and a criminal record.”

The Ipsos MORI nationwide survey of 1,133 people in England aged 18+ revealed that 47% of people don’t know that they’re responsible in law if their waste is fly-tipped by a third party and 36% of people think it is acceptable to get rid of an unwanted sofa or mattress in a way that is, legally, classed as fly-tipping.

The latest figures for fly–tipping show that there were more than 900,000 reported fly-tipping incidents in 2014/15 and fly-tipping is costing local councils in excess of £50million a year to deal with.

W have launched an action plan to tackle the blight of fly-tipping, aimed at working in partnership with local authorities and their contractors to raise awareness with the public and help them drive home the message that if residents and businesses want cleaner communities, they need to understand that they have a legal duty of care.

To deliver this plan, we want councils and waste contractors to work with us to raise awareness of the householders’ duty of care through a new campaign, #CrimeNotToCare, but also to team up with our experts to tackle fly-tipping at local level where communities are being hit.

In addition, we are calling on the Government to direct revenue generated through the landfill tax to local authorities to support a free and easily accessible collection and recycling service and enable local authorities to remove charges that might be contributing to increases in fly-tipping.

Currently, the maximum fine for fly-tipping in the magistrates’ court is £50,000 or 12 months in prison but 95% of the fines issued are less than £1,000. We say there should be a review of and report on the application of the Environmental Offences Sentencing Guidelines when it comes to the fly-tipping fines handed out by magistrates.

Finally, we have pledged to impact on the consistency of enforcement practice when it comes to fly-tipping through its National Enforcement Academy.

Commenting on these measures Allison said: "We believe that much can be done to support those agencies in the front-lines acting on fly-tipping. This is a growing problem but our action plan, if adopted by Government and law enforcement agencies at all levels, will make a real difference."


New campaign challenges 'dirty' drivers

We target the 31% of drivers who admit to throwing rubbish out of their car window.

We are testing a new campaign to target those who think our roadsides are a giant rubbish bin.

The campaign, which is being trialled in three local authority areas – Ashfield, Pendle and Blackpool – aims to reduce the amount of litter that finds its way on to our roads from vehicles.

The posters, which carry the message ‘It’s no secret what people think of you’, feature images of litter that has been rebranded to include words like ‘slob’ and ‘lazy’ and a car with a personalised number plate ‘D1RTY’.

The images were developed to reflect our research, which suggests that people care about how they are perceived by others and do not want to thought of as ‘disgusting’ or ‘lazy’.

Almost a third of motorists admit to throwing rubbish out of their car window and the majority of these suggest it is because they believe they are anonymous when doing it. They are also much more likely to do it from a moving vehicle and, although they will do it in a residential area, the majority do not do it in their own neighbourhood.

Keep Britain Tidy Chief Executive Allison Ogden-Newton said: "Rubbish thrown out of cars blights our road network and creates a negative impression of our country.

"It also costs millions of pounds to clear up every year and puts clearance crews at risk as they collect hundreds of tonnes of litter from the road network.

"At Keep Britain Tidy, we are committed to testing new approaches that will change behaviour and make our country cleaner for everyone."

The campaign will be closely monitored to assess the difference it makes in the areas where it is being tested and, if successful, it will be rolled out to local authorities across the country.


'Bin It for Good' wins Excellence Award

Anti-litter initiative takes AIM Nudging for Good Award

Bin it for Good, the anti-litter project created by Keep Britain Tidy and The Wrigley Company, won an Excellence Award for Sustainability at the 2016-17 AIM Nudging for Good Awards at a star-studded ceremony in Brussels last night.

The campaign was designed to change behaviour around littering by offering a reward that benefits the community rather than the individual. For three months, a town centre’s street bins are transformed into ‘charity collection tins’, featuring a new local charity each month.  The more litter that goes into the bins each month, and the less litter on the street, the greater a donation that the charity receives. Thus, by placing waste in the bin, local people could help their community in two ways: by improving the appearance of their local area and by donating to a local charity.

Bin it for Good has seen successful results in ten council areas so far. The pilot project reduced litter by an average of 42% at one site over three months. The next wave of projects showed how the nudge worked in different types of locations, delivering on average a 30% decrease in litter across three months. The third wave will report later this Spring with results already looking strong. A toolkit is now in development which will allow other areas to use the nudge in the future to decrease litter in their areas.

Allison Ogden-Newton, Chief Executive of Keep Britain Tidy, said: “Bin it for Good brings together Keep Britain Tidy’s expertise in understanding littering behaviour with Wrigley’s expertise in consumer behaviour. It’s bringing together those levels of understanding that has made Bin it for Good the success that it is.”

Alexandra West, Senior Manager, Corporate Affairs for The Wrigley Company, UK and Ireland, commented: “We are delighted by the success of this project and the fantastic recognition of our efforts from the judges. Behavioural scientists have previously found that rewards can be an effective way to influence people’s behaviour. By offering a reward that benefits the community rather than the individual, Bin it for Good reinforces the intrinsic values that often lead to more positive environmental and social behaviours in the long term.

“Bin it for Good is one of the many projects Wrigley supports in the UK to tackle litter and part of wider research we are undertaking on behavioural drivers around littering and how to influence them.”

AIM, the European Brands Association, created the awards to promote original “nudges for good” by brands.  The jury was chaired by Robert Madelin, former EU Commission Director-General and Adviser to the World Economic Forum Council on the Future of Behavioural Sciences.



The Journal of Litter and Environmental Quality

Exciting new project, Journal of Litter, coming in the New Year. 

We are delighted to announce an exciting new project we have been working on over the past few months. Through our Centre for Social Innovation, we have been developing a new open-access, peer-reviewed journal focused on litter and local environmental quality issues with the intention that it will eventually be housed with a publisher.


 The Journal of Litter and Environmental Quality (JLEQ) is a bi-annual, open-access, peer-reviewed journal that will share and discuss research that has been carried out by academics, practitioners and wider stakeholders into litter and environmental quality.


The peer review panel includes University of Plymouth, University of East Anglia, University of Southampton, Newcastle University, Eunomia, CPRE and CleanupUK.The Journal will be available online and through a limited print run. The purpose is to highlight the latest research in this area, to stimulate further research and encourage the use of research to develop practical innovation on the ground.


 The first edition of the Journal will be published in the beginning of 2017. 


Want to know more? Journal of Litter Call for articles


‘Charity bins’ help keep streets clean

Campaign launched in four new locations after innovation leads to 30% reduction in litter and money raised for good causes.

Our new initiative, supported by The Wrigley Company, has seen a massive 30% reduction in the amount of rubbish on our streets.

Bin it for Good encourages people to do the right thing and put their rubbish in the bin while at the same time making money for local charities. The more rubbish that goes in the bin and the less litter that is thrown on the ground, the more money is given to good causes.

A pilot carried out successfully in five locations across England saw an average reduction of 30% but, in Prudhoe town centre in Northumberland, the reduction in litter was 52%.

Councillor Ian Swithenbank, cabinet member for local services at Northumberland County Council, said: “As a council we are dedicated to maintaining clean streets for all of our residents to enjoy and have a long running campaign, ‘LOVE Northumberland, HATE Litter’ which helps us to encourage any activity which promotes cleanliness in the county - The Bin it for Good campaign is a great way to reinforce our campaign messages while supporting some fantastic charities.”

As well as cutting the amount of litter on the ground, Bin it for Good also changes people’s attitudes to litter and littering.

A survey carried out for Keep Britain Tidy as part of the pilot revealed that 71% of people said Bin it for Good made them want to put their litter in the bin and 50% said that there was less litter on the ground as a result of the initiative.

Now, the pilot is being rolled out to another four places in the hopes that it can have the same, dramatic effect on litter levels there. For three months from today, bins in Nottingham, Haringey, Sutton and Kettering will be given a ‘charity bin’ facelift and each month charities will be given donations of up to £500, depending on how much more rubbish than usual is put in the bin.

Charities that will benefit include Cransley Hospice in Kettering, Bulwell Forest Garden in Nottingham and Don't Forget The Kids in Haringey.

Keep Britain Tidy Chief Executive Allison Ogden-Newton said: “Bin it for Good is a win-win for communities. It cuts the amount of litter on the ground at the same time as supporting local charities.

“Thanks to support from Wrigley, we are delighted to be able to roll this out to another four places and look forward to seeing some more fantastic results.”

Mark Andrews, General Manager of Wrigley UK said: “After more than a decade of experience in supporting programmes to tackle litter it is clear to us that the challenge will only be solved through behaviour change, education and encouraging responsible disposal.

“Bin it for Good shows the huge potential in harnessing people’s support for local charities to change behaviour on litter and it is exciting to work with Keep Britain Tidy to refine the scheme so it can be used more widely.

“This is one of a series of new and deepened programmes that we are undertaking this autumn to help make a substantial difference on this issue.”

Download the full report.