Education

The campaign message

Research undertaken at KESAB in May 2010 found that respondents believed that the damage caused to wildlife and pristine environments by litter was tangible and urgent.

Pollution to waterways was considered to be a particular taboo as culturally, water signifies purity, life and nature. Respondents to the survey understood that pollution in waterways would end up endangering or harming aquatic and marine life.

The campaign message/tagline, "So where do you think your litter ends up?" is combined with the imagery of litter in drains. It is an urban setting with the drain a portal to more pristine natural environments and wild life. It encourages people to consider their own personal behaviour and its consequences.

The "Please find a bin and put it in" tagline gives polite direction to the more socially acceptable and environmentally friendly option.