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It is a joy working with Barley. They combine great strategic insight with an ability to tenaciously deliver results. On top of that they are an absolute pleasure to work with.
Trewin Restorick
CEO and Founder, Hubbub
Organisation type
Charity/third sector
Sector
Cities and communities
Environment and sustainability
Service
In summer 2020, more than a million people visited Bournemouth’s beaches across a three-day period, leaving around 40 tonnes of rubbish and triggering a Major Incident. In response, Hubbub and Ellipsis Earth launched a litter reduction campaign across Bournemouth, Christchurch and Poole (BCP), funded by McDonald’s. Using drone technology and artificial intelligence (AI), Ellipsis Earth carried out the UK’s most comprehensive litter survey to inform targeted interventions across beaches, parks and urban areas. Barley was asked to develop a compelling media campaign that would drive local behaviour change, amplify public understanding of the issue, and inspire other councils to adopt similar evidence-based approaches.
With international travel still limited and England only recently emerging from lockdown, public spaces were expected to experience unprecedented footfall. This presented a rare moment to capture attention and encourage more responsible behaviour.
We used three ground-breaking datasets from Ellipsis Earth to anchor the campaign’s narrative across social media, local outlets and national media. Data from the initial May survey revealed over 1.5 tonnes of litter comprising 128,000 individual items—a 476% increase in littering compared with the March baseline. These findings provided the urgency and credibility needed to engage diverse audiences.Barley developed a phased media strategy aligned with each survey. Engaging early with BBC Click allowed the programme to follow the campaign’s progress over several months, while continued outreach ensured fresh coverage every time new evidence emerged. This sustained national interest and built momentum for the behavioural interventions being tested across the BCP area.
The campaign achieved a 75% average reduction in litter where Hubbub’s interventions were installed, with some sites recording decreases of nearly 90%. In contrast, levels around the area’s 350 standard bins remained unchanged—demonstrating the value of targeted, insight-driven approaches.
Local media played a critical role in mobilising residents and visitors, while national coverage—including BBC News, ITV’s This Morning, The Daily Telegraph and The Daily Mail—elevated the issue and showcased the effectiveness of the interventions. Trade coverage helped generate interest from retailers and councils exploring similar environmental behaviour change initiatives.The programme is now widely regarded as a blueprint for data-led waste management, informing approaches used by councils such as Glasgow City Council.
opportunities to see/hear
average reduction in litter
reduction in some areas
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It is a joy working with Barley. They combine great strategic insight with an ability to tenaciously deliver results. On top of that they are an absolute pleasure to work with.
Trewin Restorick
CEO and Founder, Hubbub
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