Barley and campaign partners win at Better Society Awards with pioneering approach to litter reduction

We were thrilled that our work with Hubbub’s Neat Streets campaign in partnership Ellipsis Earth and funded by McDonald’s has been named a winner at the Better Society Awards.

The campaign, which won the Awards’ Communication and Education category, aimed to create a robust approach to litter prevention in Bournemouth, Christchurch and Poole (BCP) that could be replicated in other locations around the UK. Ellipsis conducted the most scientifically robust litter survey ever in the UK, using drone technology and AI. This data was used to develop Hubbub’s litter-busting interventions in BCP’s beaches, parks and urban spaces.

Barley developed a compelling media campaign using the results of three ground breaking surveys, which grabbed the target audiences’ attention on social media, and local and national media.

We achieved 82 coverage items with opportunities to see/hear of over 158 million. Local media covered the campaign extensively from the outset to drive engagement. National coverage included BBC News, a six-minute piece on This Morning, The Daily Telegraph, The Daily Mail, and trade coverage helped drive interest from other retailers and councils.

More importantly, the campaign led to a 75% reduction in litter where Hubbub’s interventions were installed, with some locations achieving nearly 90% reductions. The pilot was so successful that it is now considered a blueprint by other councils, including Glasgow City Council, for optimising their waste management approach and combatting littering.

The judges said: “The intention behind the message is clear, as well as the strategic intent and explanation of the outcomes. The degree of collaboration and co-ordination between the entrant and other partners is similarly impressive.”

As an agency focused on making an impact on issues that matter, we were delighted to have the opportunity to help influence behaviour around littering in public spaces, and to pioneer a new and effective approach to the issue which will now hopefully be rolled out around the UK. We are also hugely proud that we’ve scooped this prestigious award for the third time, with three different clients!