Keep Britain Tidy uses images of spitting to halt litterers

by Joe Lepper,, Brand Republic 08-Nov-04, 12:00

LONDON – Keep Britain Tidy has launched a motorway poster campaign showing people carrying out 'repulsive' acts, such as spitting and nose picking, in an attempt to curb litterbugs in cars.

This latest push, which has been handled by Artic Media, involves posters showing a man spitting and a woman picking her nose being carried on 40-foot lorries, which will be driven on motorways and major roads such as the M1, M25, M11 and A1 throughout November.

Each execution will carry straplines such as "Repulsive... and so is throwing litter from your car" and "I bet he throws litter from his car".

The motorway push is the latest part of a campaign to specifically target litterbugs in cars, which was launched last year by former 'Brookside' actress Jennifer Ellison with a "Don't be a tosser" theme.

Keep Britain Tidy chief executive Alan Woods said: "According to a recent poll, litter-bugging motorists are rated more repulsive than spitters and nose pickers, more malevolent than middle-lane drivers and a bigger irritant than those who do their make-up while motoring.

"We want them to know that everyone hates their filthy habits -- and that their dirty deeds are despised by decent drivers."

Artic Media head of sales Warren Arthur added: "By choosing an on-truck advertising campaign, Keep Britain Tidy will directly target car drivers who are mostly responsible for roadside rubbish."

The charity claims that since the launch of the "Don't be a tosser" campaign, roadside rubbish has been slashed by around 40%.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.