Organisation type
Charity/third sector
Sector
Cities and communities
Environment and sustainability
Service
Keep Britain Tidy asked Barley Communications to develop and deliver a national behaviour change campaign that would help reduce fly-tipping by addressing one of its root causes: householders unknowingly using unlicensed waste carriers.
Research showed that many people were unaware they could be held legally responsible if their waste was illegally dumped. The challenge was to communicate a complex issue in a simple, engaging way that would increase awareness, encourage responsible waste disposal and deter consumers from choosing suspiciously cheap waste removal services.
Audience research identified a clear risk group: cost-conscious, time-poor consumers aged 25–44 who often use online platforms such as Facebook Marketplace and TikTok to find low-cost services. Many were unaware of their legal duty of care when disposing of household waste.
Our strategic insight was that fly-tipping could be reframed as a consumer protection issue rather than purely an environmental one. This led to the creation of #RubbishDeal, a simple, memorable campaign concept showing that cheap waste removal can come at a much higher cost to communities and the environment.
To drive action, we developed a clear behavioural framework built around three simple steps:
Barley led the creative development and delivery of the campaign, creating an integrated communications programme spanning media relations, social media, paid advertising and local authority engagement. Creative assets used a crime-prevention visual style inspired by CCTV and surveillance footage, helping to communicate the reality of waste crime while maintaining credibility and trust.
We also developed a comprehensive campaign toolkit, enabling councils and partners across the UK to deliver consistent messaging through local channels. Seventy councils and partner organisations adopted the campaign resources, extending reach and impact nationwide.
Fight Fly-tipping Fortnight successfully transformed a complex legal and environmental issue into a clear public call to action.
The campaign generated national visibility, widespread stakeholder support and measurable shifts in awareness and behavioural intent. Independent evaluation showed the campaign increased understanding of householders’ responsibilities and made audiences significantly less likely to use suspiciously cheap waste removal services.
Importantly, the campaign delivered evidence of real-world action. Visits to the Environment Agency’s licensed waste carrier register increased sharply following launch, indicating consumers were taking practical steps to check waste operators before hiring them.
By combining behavioural insight, creative storytelling and coordinated local activation, the campaign helped position Keep Britain Tidy as a leading voice in the fight against waste crime while encouraging more responsible waste disposal behaviour across the UK:
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