The Big Ballot Bin ™ throws leisure sector a playful alternative

An innovative bin, that went viral when it was trialled in 2023, launches today by environmental charity Hubbub. The Big Ballot Bin™ will help venues transform litter management into a playful and shareable experience by inviting people to vote with their rubbish. This bold new approach to litter prevention not only got the nation talking when it was trialled in partnership with KFC, but it slashed litter by 70%.

Whether the question is Who should have won? Traitors or Faithfuls, or who will get Christmas number 1 “K-Pop Demon Hunters or Wham?” these bins capture attention and spark conversation, while quietly delivering massive cuts to waste and clean-up costs.

Crucially, the Big Ballot Bin™ is designed as a customisable brand asset. Operators can integrate the bin into their guest experience by adding branding, bespoke colours, and campaign messaging, to turn litter collection into a marketing tool that strengthens their brand experience.

Litter costs the UK over £1 billion a year to clean up*, and it’s one of the most visible indicators of poor visitor experience. Traditional methods are failing to tackle it.

Alex Robinson, CEO at Hubbub, said: “The Big Ballot Bin™ shows what happens when you make the right choice the fun choice. Traditional enforcement often fails to change behaviour, but when you invite people to take part in something playful and topical, littering drops dramatically. We’ve seen how curiosity, conversation and competition can transform a simple act like binning rubbish into a moment people enjoy and remember. For venues and destinations, it’s proof that positive engagement can deliver real environmental impact.”

Behind the fun exterior sits smart technology. Each bin comes equipped with a remote tracking system that allows operators to monitor the vote count and collect valuable data for ESG and CSR reporting. The plug-and-play design ensures reliability both indoors and outdoors, while a 240-litre capacity makes it ideal for busy shopping centres, theme parks and stadiums.

The Big Ballot Bin™ has been trialled successfully on UK high streets through an eight-week pilot with KFC, Manchester City Council and Southampton City Council. The results showed that litter was dramatically reduced within 20 metres of each bin, with drinks litter down 70% and food litter down 60%, while the bin’s capture radius was 2.5 times larger than standard bins.

The pilot also got people talking and sharing the bins on social media, reaching 10 million people organically**. According to Manchester City Council, “people were actively seeking them out”.

Hubbub is now inviting organisations across the leisure, hospitality, and attractions sectors to become early adopters. Partners will benefit from preferential pricing and access to a full support package, including full creative customisation (branding, colours, and messaging), access to the smart tracker, and communications collaboration.

Alex added: “When we first trialled the Big Ballot Bin™, we were blown away by how much attention they received – they really got people talking and we had fun creating voting options that tapped into current trends and discussions. We’re thrilled to now bring this product to market and we look forward seeing our future customers create memorable experiences for visitors and be part of a nationwide movement to tackle litter in smarter ways.”

This innovation builds on the success of Hubbub’s original Ballot Bin™, the world’s first voting ashtray launched in 2015. Now found in over 5,000 locations across 43 countries, the Ballot Bin™ has collected more than 15 million cigarette butts and won the Queen’s Award for Enterprise. The Big Ballot Bin™ takes these proven principles and scales them up for general litter – delivering the same mix of visibility, fun and effectiveness.

To find out more about the Big Ballot Bin™ or to pre-order a bin, visit www.ballotbin.co.uk

Environmental charity Keep Britain Tidy today launches Fight Fly-tipping Fortnight, a national campaign urging the public to protect themselves and their communities from waste criminals, who lure people in with cheap rubbish removal deals on social media, only to illegally dump household waste in our streets, fields and public spaces.

New consumer research reveals that households are unknowingly fuelling the problem by failing to carry out basic checks when hiring someone to collect their rubbish.

According to the YouGov survey, less than half of respondents (46%) were aware they should check for a licence when hiring someone to take away rubbish and of those who were aware, only 13% have ever done so. Almost half (42%) of those who considered hiring someone to remove waste said they simply ‘trusted’ an operator based on their advert, while 19% said they used someone because they were recommended without checking their credentials

Meanwhile, the problem of fly-tipping is escalating rapidly. According to new research carried out by the charity with local authorities, almost three quarters (70%) say fly-tipping is now a ‘major problem’, more than half (56%) report that the issue has grown in the past year and a staggering 40% of fly-tips are now reported to be left by rogue traders rather than individuals.

Nationally, more than 1.15 million fly-tipping incidents were reported in 2023-24 by councils. With estimated costs to landowners and council tax-payers ranging from £100 million to £150 million for clearance and investigation, fly-tipping diverts significant funds away from vital services like schools, social care and parks.

Keep Britain Tidy’s Fight Fly-tipping Fortnight campaign aims to educate people about how to avoid falling for a #RubbishDeal. Featuring real-life CCTV footage supplied by local authorities, the campaign exposes rogue ‘house clearance’ merchants being caught in the act of dumping large quantities of household rubbish in fields, alleyways and lay-bys.

Keep Britain Tidy is urging anyone getting rid of stuff they no longer want to take three simple steps to avoid falling for a #RubbishDeal that leaves them, their community and their council paying the price.

Ask for a waste carrier registration number
Check it on the Environment Agency’s public register at (visit https://environment.data.gov.uk/public-register/view/search-waste-carriers-brokers or call 0300 065 3000)
Check you’ll get a receipt

Dr. Anna Scott, Director of Services at Keep Britain Tidy, said: “Fly-tipping is a #RubbishDeal for all of us. For the public, for councils, for communities and for the environment. That cheap deal on Facebook or WhatsApp may look like a bargain, but it’s a false economy and it’s you and your community that end up paying the price.

“Fly-tipping isn’t just unsightly, it’s often linked to organised criminal networks making millions of pounds by exploiting gaps in enforcement and undercutting legitimate businesses. It’s a serious criminal offence, and we all have a part to play in stopping it. People need to know that they are responsible for what happens to their own waste, even if they’ve hired someone else to take it away. By doing simple checks and getting a receipt, people can protect themselves, protect their neighbourhoods and ensure public money does not have to spent on clearing up after criminals.”

Further findings of the consumer poll include:

Worsening community impact: More than a third of people (38%) say fly-tipping has increased in the past year and 61% say they feel angry when they see people’s old stuff dumped in their local area
Out of sight, out of mind. Only 1 in 3 (34%) would ask for a receipt or proof of the service when paying someone to remove their rubbish, and less than a quarter (23%) would check where items will be taken and how they will be disposed of.
Confusion over legal ‘duty of care’: Almost half of households (47%) believe the person they hired is responsible if rubbish is dumped illegally, while only one in five (19%) correctly understand that they remain legally responsible as the owner of the items.
Strong support for solutions: 86% of people said they would back schemes requiring retailers to collect old bulky items like sofas or mattresses when delivering new ones, helping to cut fly-tipping at the source.

Fight Fly-tipping Fortnight will run nationwide from 10^th– 23rd November, with local authorities across the country joining forces with Keep Britain Tidy to shine a spotlight on waste crime and share practical advice to help consumers avoid a #RubbishDeal.

To find out more, visit www.keepbritaintidy.org/fight-fly-tipping

Love Where You Live Heckmondwike campaign urges local dog owners to tackle hotspots and keep the town clean, green and proud

Local people in Heckmondwike have spoken out about the problem of dog poo blighting their streets and parks ahead of an activation by Keep Britain Tidy. The Love Where You Live Heckmondwike campaign is calling on dog owners to sign the Poo Promise, a pledge to always pick up after their pets, helping to tackle local hotspots and restore pride in the town.

With one in three residents (35%) saying unbagged dog poo is a problem in their area, and more than a quarter (27%) also concerned about bagged poo being left behind, the scale of the problem is clear. Keep Britain Tidy has identified the town’s hotspots for the issue, which includes places near schools and recreation grounds – where children, families and vulnerable residents should feel safe.

Heckmondwike resident, Sue, said, “I often see dog poo on the Greenway, or just the bags that people have discarded in the hedgerows or on the footpath. It’s SO lazy and unnecessary”. Fellow local, Anna added, “I see it on every walk, unfortunately. There is no excuse to not pick it up, or to pick it up and throw the bag where it does not belong. It’s not only a nuisance, it is a health risk to humans, wildlife and pets”.

Despite being unpleasant and antisocial, myths persist and some believe that leaving dog poo is ok if it’s out of the way of a public path or that it can be good for the ecosystem and that it washes away in the rain. However, the reality is that it lingers, contaminates soil, pollutes waterways and can spread harmful diseases among humans and wildlife.

Every day in the UK, more than 13.5 million dogs produce at least 1,500 tonnes of waste. Left behind, this waste poses real health risks, including toxocariasis, which can cause serious illness and, in rare cases, blindness.

Allison Ogden-Newton OBE, Chief Executive at Keep Britain Tidy, said: “Love Where You Live Heckmondwike is about restoring local pride. Together, our small actions can make a big impact. We want everyone to feel proud to live here, and dog owners can play their part simply by picking up after their pets. The message is simple: there’s no excuse for leaving dog poo behind. We want to make Heckmondwike’s streets and green spaces clean, safe and welcoming for everyone. We’re reminding dog owners, there’s no such thing as the poo fairy, and asking them to sign our Poo Promise to pick up after their pups.”

By signing the Poo Promise, dog owners are showing they care about their neighbours, their community and the places everyone in Heckmondwike shares. The promise can be signed online at: keepbritaintidy.org/poopromise

New Oceana UK report shows half of UK’s top ten fish stocks are critically low, being overexploited, or both.
One in six of all UK stocks are in a critical condition yet still being fished beyond safe limits, risking their total collapse.
Oceana UK calls for the government to put in place a strategy to end overfishing, including a legally binding deadline and catch limits that will rebuild fish populations.

Oceana UK warns today that the government’s failure to follow the science on catch limits and set a clear plan to end overfishing has pushed many of the UK’s most important fish populations towards collapse.

In one of the most comprehensive analyses of fish stocks since Brexit, Oceana UK’s Deep Decline report reveals that half of the ‘top 10’ commercial fish stocks on which UK fishers rely ^[1] – including North Sea cod, North Sea herring, North East Atlantic mackerel and Southern North Sea edible crab – are in a critical condition, currently being overexploited, or both.

North Sea cod was found to be critically low yet still being overexploited. Last month, the international body providing scientific evidence for fish catch regulation – the International Council for the Exploration of the Sea (ICES) – advised that the state of crisis is such that zero catch is needed to safeguard the future of the cod fishery.

Despite repeated warnings from scientists, ministers continue to set ‘total allowable catches’ for many stocks above sustainable levels, risking the collapse of these populations and threatening the livelihoods of coastal communities and the health of UK seas.

Key findings from Oceana UK’s new report

– Half of the UK’s ‘top ten’ fish stocks are in a critical state, being overexploited, or both.

– One sixth of all UK commercial stocks are critically depleted yet continue to be overexploited, putting them in imminent danger of collapse.

– Over a quarter of all UK commercial stocks are critically low, and a quarter are currently being overexploited.

– Scientific advice ignored: Catch limits for many stocks, including all five worst-performing populations, exceeded safe catch levels in 2025.

Oceana UK’s report examined the UK’s commercial fish stocks and found that only 41% are confirmed to be in a healthy state. Over a quarter (27%) are critically low, while 25% are currently being overexploited. Alarmingly, around one in six stocks are both critically low yet still being overexploited – like North Sea cod – putting them on a trajectory towards collapse and threatening livelihoods in fishing communities along with the UK’s internationally important marine wildlife.

Hugo Tagholm, Executive Director of Oceana UK, said:

“Overfishing is not an unavoidable tragedy – it is a political choice. Ministers ignore the science time and time again and our seas are paying the price. Five years after becoming an independent coastal state, the UK seems to have accepted a state of relentless decline. Where is the legal accountability for this failure?

We urgently need a plan to end overfishing, one that follows the science and puts our seas on a long-term path to recovery – ensuring a new generation of coastal prosperity. But this requires leadership. Ministers must act now to redefine the future of fishing, so that those that fish in harmony with nature are prioritised over those that devastate our seabed and empty our seas.”

The report also shows that recovery is possible when political decisions follow the science. The UK’s best-performing stocks — including West of Scotland haddock, Western Channel sole and North Sea plaice — have remained healthy and sustainably fished since 2020, in large part thanks to catch limits set in line with scientific advice. These cases prove that sustainable management benefits both the environment and the economy.

In stark contrast, catch limits for three of the five worst-performing stocks have been set above scientific advice for five consecutive years. Not once since the current ‘total allowable catch’ system began have even half of UK catch limits been aligned with scientific advice, according to the UK Government’s own fisheries advisers.

Professor Callum Roberts, Professor of Marine Conservation at the University of Exeter, said: “These results highlight the gross mismanagement of the UK’s greatest natural asset – its seas. The government has the best fisheries science at its fingertips, and even when data are scarce, the course to restoration is clear. Our seas are already at risk from oil, sewage and agri-chemical pollution; habitat destruction; and the climate crisis. We need to move away from brute extraction, regardless of collateral damage and set a new course to make fishing fair, evidence-based and above all sustainable, so that it works within nature’s limits.”

Clive Mills, Sussex fisherman, said: “We don’t have another 10 years, I promise you that now. I have seen it since I was a young lad out on the boats, I’m now 66, and I can tell you we are on the edge of a precipice. We’re taking too much, too fast. If fishermen are going to be true to themselves, we’ve got to stop. Fifty years ago, when they brought in fish quotas, we asked ‘what are those for?’. To protect the future of fishing, we were told. And we all thought, that would be good, we need a future for fishing. But we haven’t stayed that course, and now here we are. It’s got to stop.”

Edward Baker, CEO Plymouth Fishing and Seafood Association said: “We need healthy seas to have a healthy fishing industry, and recognition by government of the need for prioritised fishing opportunities for sustainable local fisheries. If the science says slow down, we should listen — because without fish, there’s no future for our boats or our communities. But we need government to support the industry, if changes are needed to allow stocks to recover then fishermen need support from government to ensure their livelihoods (either via diversification or other means) so that we still have fishermen to provide for the UK’s food security.”

The report also highlights severe regional disparities. The Irish Sea is the worst affected, with overfished stocks rising from 27% in 2020 to 41% today, while the Celtic Sea faces similar risks, with one-third of stocks overfished to critically low population sizes, and many more overexploited. In fact, the 2024 quota for Celtic Sea cod actually exceeded the estimated number of adult fish left.

In contrast, the West of Scotland remains the healthiest region, with 62% of stocks assessed as healthy and only 12% overfished.

The UK has no overarching recovery plan or legally binding timeframe to end overfishing. Oceana UK is urging the UK Government and devolved administrations to:

1) Urgently deliver a strategy to end overfishing by the end of 2026.

2) Put in place a legal deadline to rebuild fish stocks that holds government accountable.

3) Set all catch limits in line with the science by the end of 2025.

4) Publish an annual Parliament-scrutinised audit.

5) Ensure a fair deal for fishers needing support to adjust to lower catch limits and sustainable practices.

Oceana is also encouraging the public to join the fight to end overfishing and write to the Prime Minister, Environment Secretary, and their local MPs demanding that the government follows scientific advice on catch limits and introduces a legally binding deadline to end overfishing.

Oceana UK is a non-profit organisation focused on protecting and restoring UK seas.

^[1] Top 10 stocks calculated by volume of landings.

£100k grant helps launch new digital inclusion network and boost community donations

An Oxfordshire charity has rehomed more than 1,400 refurbished devices to people who need them, despite being hit by severe flooding late last year.

SOFEA, based in Didcot, was awarded a £100,000 grant from the Time After Time fund, created by Virgin Media O2 and environmental charity, Hubbub, to give unwanted tech a second life and tackle digital exclusion.

Working with partners Aspire and Bicester Green, SOFEA received more than 2,200 donated devices, with more than half (56%) coming directly from Oxfordshire residents. The rest came from businesses and public sector bodies, including Oxfordshire County Council, Instron, Pharmagenesis and FareShare. After securely data wiping, repair and safety checks, more than 1,400 devices were redistributed with people who need them.

The funding has also enabled SOFEA to launch a new digital inclusion network, designed to coordinate digital support and share resources across communities in Oxfordshire. Through regular meetings and newsletters, local organisations are working together to understand where there are requirements that aren’t being met and collaborating to support those who need it.

Ben Tuppen, Getting Oxfordshire Online Project Manager at SOFEA, said: “We’re incredibly proud of what we’ve achieved in challenging circumstances. Thanks to local donations and support, we’ve been able to help people across Oxfordshire get connected and build vital digital skills. Now we’re calling on even more residents and businesses to dig out their old devices and to take them to any of our donation points across the county so we can give them a second life.”

SOFEA has now settled back into its main base in Didcot and opened a new device repair space, inviting locals to donate working, unused IT equipment.

Gavin Ellis, Director and Co-Founder of Hubbub, said: “SOFEA’s story shows the power of community action. By repairing and redistributing old devices, they’ve not only kept working tech in use for longer but also given people the tools they need to get online and stay connected. It’s striking two birds with one phone!”

Dana Haidan, Chief Sustainability Officer at Virgin Media O2, added: “SOFEA has shown incredible resilience, turning old devices into vital lifelines for people across Oxfordshire. We’re proud to support their work through Virgin Media O2’s Time After Time fund, which is tackling e-waste and helping connect people across the county.”

The Time After Time Fund was set up in 2022 by Virgin Media O2 and Hubbub in response to the UK’s e-waste crisis which sees the country producing more electrical waste per person than any other country in the world (except for Norway)¹. The fund forms part of Virgin Media O2’s sustainability strategy, the Better Connections Plan, and is helping the company achieve its goals of supporting people to carry out 10 million ‘circular actions’ to tackle e-waste, and to connect 1 million digitally excluded people across the UK through free and affordable connectivity and services by the end of 2025. To date, £1 million has been distributed across community projects nationwide, supporting digital inclusion while helping the environment. For more information, click here.

Keep Britain Tidy’s latest initiative sees 41% drop in littering behaviour

Have you ever left a newspaper on a public bench or an empty coffee cup at a bus stop? According to new research by environmental charity Keep Britain Tidy, more than one in four people (26%) in Heckmondwike admit to this behaviour – known as ‘careful littering’. But the message is simple: It’s still littering.

Now, as part of the Love Where You Live Heckmondwike campaign – a community-led effort to tackle litter and restore local pride – Keep Britain Tidy is challenging residents to rethink what littering looks like. And already, a 41% reduction in littering in areas running the ‘still littering’ behavior change intervention has been recorded in Heckmondwike since the campaign began.

Allison Ogden-Newton OBE, Chief Executive at Keep Britain Tidy, said: “You might think you’re doing the right thing or think it’s harmless to leave a bit of packaging neatly on a ledge or bench – after all you didn’t throw it on the ground. But it’s littering all the same and the damage is real.

“Litter not only wrecks the environment, but it also undermines our sense of pride, affects our mental wellbeing, makes us all feel unsafe and lowers property values. With Love Where You Live Heckmondwike and the effective initiatives across the town, we’re seeing that by working together, small changes in behaviour can make a big difference to everyone. Let’s keep that momentum going, don’t place litter anywhere and love where you live.”

A community on a mission

A recent local survey found more than a third (37%*) of Heckmondwike residents do not feel proud to live in the area, and national research by Keep Britain Tidy has shown that living in a heavily littered area can have a negative impact on our mental health*.

But there’s hope. Nearly half (44%) agree that people in the area are willing to work together to make a difference to the way the areas looks. Throughout the campaign, Heckmondwike will see:

School-led clean-up events
Litter-picking days
Business partnerships to keep public areas clean
Tackling of persistent problems such as dog mess, fly-tipping, and cigarette litter

The campaign is a pilot for best-practice litter reduction, with findings intended to shape recommendations for litter reduction efforts across the UK.

Litter reductions as a result of the interventions placed in Heckmondwike are being closely monitored by Kirklees Council, who are working closely with Keep Britain Tidy on the project.

Councillor Amanda Pinnock, Cabinet Member for Communities and Environment at Kirklees Council said:“Unfortunately littering has become a real issue in our communities and changing people’s behaviour about this is a really important part of our wider ambition to have a cleaner and greener Kirklees for everyone. Through our partnership with Keep Britain Tidy, this project in Heckmondwike aims to highlight how even the smallest and unintentional actions can still count as littering. By changing people’s behaviour about littering, we can have cleaner towns and greenspaces to enjoy for longer.”

Love Where You Live Heckmondwike is part of the Litter Pact project by environmental charity Keep Britain Tidy, with support from Kirklees Council, and leading food and drinks brands Coca-Cola, KFC, Mars Wrigley, McDonald’s and Nestlé with the aim of investing in research and programmes to reduce litter. The campaign is being closely watched as a test model for broader adoption across the UK.

• MP Kim Leadbeater presents cheque to Rainbow Baby Bank in Heckmondwike
• Residents raise funds by binning litter as part of Keep Britain Tidy initiative

The simple act of binning litter in Heckmondwike’s Market Square has raised £500 for a vital local baby charity, and it’s just the start of a community-wide campaign from Keep Britain Tidy bringing pride back to the town centre.

Part of the wider Love Where You Live: Heckmondwike initiative, which is inviting residents and businesses to reconnect with their community and play a part in making their environment cleaner, greener and more cared for, Bin it For Good sees good causes rewarded for local people’s responsible litter disposal. The first month of the campaign has seen an incredible 52% reduction in litter on the ground.

The more rubbish correctly disposed of in Market Square’s new smart bins, the higher the donation to a local charity — up to £500 per month. Rainbow Baby Bank is the first of three much-loved local charities, all nominated and voted for by Heckmondwike residents, which will benefit from the initiative. The more that locals and visitors bin their litter, the more money the charities will receive.

On presenting the cheque, Kim Leadbeater MBE, Labour MP for Spen Valley, said: “I’m thrilled to be able to present this donation. It’s inspiring to see such a simple idea making a big difference, both in keeping Heckmondwike cleaner and supporting brilliant local causes.”

Rainbow Baby Bank is a registered charity based in the heart of Heckmondwike town centre which helps disadvantaged families, both locally and across Kirklees, with new and pre-loved baby essentials.

Samantha Cottam, Rainbow Baby Bank Manager, said: “We all want to see a cleaner, tidier Heckmondwike and we’re doing this together by supporting this fantastic initiative. The money that has been raised, by simply disposing of rubbish, will make a huge difference to our charity. The number of families needing our help has increased dramatically due to the cost of living crisis. Small charities, like ours, need your support more than ever.”

Residents are encouraged to keep binning their litter in Market Square, with donations now supporting Brighter Grays and, from August, food bank Magic Wishing Well.

A spokesperson for Brighter Grays said: “We are very passionate about Heckmondwike as this is where our groups first began and where our office is now based. It feels like home to us! The ‘Bin it for good’ project is a fantastic idea which both means people re playing a part in keeping Heckmondwike tidy and also supporting Brighter Grays, ensuring we can continue to provide our much-needed service.”

Bin it for Good is the first of a year-long initiative inviting the local people of Heckmondwike to reconnect with their community and play a part in making their environment cleaner, greener and more cared for.

Love Where You Live Heckmondwike is part of the Litter Pact project by environmental charity Keep Britain Tidy, with support from Kirklees Council, and leading food and drinks brands Coca-Cola, KFC, Mars Wrigley, McDonald’s and Nestlé with the aim of investing in research and programmes to reduce litter. The campaign is being closely watched as a test model for broader adoption across the UK.

The brief

The UK generates some of the highest levels of electronic waste in the world, with millions of unused devices sitting idle in homes. Virgin Media O2 and environmental charity Hubbub launched the Time After Time fund to spark practical behaviour change around tech repair, reuse and recycling, while also tackling digital exclusion. Barley was asked to raise national and local awareness of the fund and its community projects, drive participation and encourage people to take tangible action on e-waste.

Insights and approach

Our insight was clear: e-waste feels abstract until it becomes a local story. Communities needed to see the social and personal value of reuse — not just the environmental case.

We developed a targeted media-relations strategy rooted in real-world stories from the 18 funded projects. By tailoring press releases for regional outlets and elevating compelling human narratives — such as neurodivergent volunteers gaining new skills, or a refugee accessing education with a refurbished laptop — we created emotional connection and relevance.

Our outreach combined regional amplification with national and trade engagement, ensuring strong visibility for the fund’s impact and opportunities for public involvement. Close collaboration with project partners helped surface authentic case studies and barriers to participation, enabling us to frame repair and reuse as achievable, beneficial actions.

Our focused approach ensured every story worked hard to inspire change and spotlight the fund’s contribution to both environmental sustainability and digital inclusion.

Results

he campaign successfully shifted awareness of e-waste from a niche environmental topic to an issue with deep community relevance. Engagement was strong, with thousands taking practical steps such as donating unused tech or repairing devices — directly supporting the fund’s aims of reducing waste and increasing access to digital opportunities.

Projects reported immediate surges in device donations following media coverage, and several initiatives expanded their teams to create inclusive training and employment opportunities. By linking environmental action to skills, education and community support, the campaign delivered meaningful, lasting behaviour change.

Keep Britain Tidy launches Love where you live:

Town chosen to be at the centre of a bold new community pride campaign
Call for residents, businesses and schools to get on board

A powerful new campaign is launching this week in Heckmondwike to encourage residents to take pride in their town and tackle litter together. The Love Where You Live: Heckmondwike initiative is inviting local people to reconnect with their community and play a part in making their environment cleaner, greener and more cared for.

The pioneering new approach launches amidst growing concerns about litter, fly-tipping and lack of public engagement and will see a number of initiatives rolled out in the community over the coming months. The first, ‘Bin It For Good’, launches today and will see local causes rewarded for responsible litter disposal – a tried and tested idea that is proven to reduce litter by up to 80%.

Every piece of rubbish binned in Market Square’s high-visibility smart bins will count toward donations to three much-loved local charities, all nominated and voted for by Heckmondwike residents. The more that locals and visitors bin their litter, the more money the following charities will receive*.

Rainbow Baby Bank – provides disadvantaged families and mothers-to-be with new and pre-loved baby equipment, nappies, toiletries, clothing, baby food and infant formula after professional referral – fundraising will go live on June 9

Brighter Grays – offers support to children and their families who have suffered a bereavement. The charity was started by a local mum after her husband and the father of her daughter, Lacie, died in 2021 and she found there was very little help available for grieving children – fundraising will go live on July 7

Magic Wishing Well – Heckmondwike Food Bank – fundraising will go live on August 4

A recent survey of Heckmondwike residents showed just 56% say they love where they live – 10% below the national average. To give wider context, A Rubbish Reality report published by Keep Britain Tidy earlier this year showed more than 90% of sites across England surveyed over the past 10 years contained litter and almost three times as much litter was found in the most deprived areas compared with the least deprived.

Over the next year, Heckmondwike will see everything from school-led clean-ups and litter-picking days to business partnerships and initiatives tackling specific issues like dog mess, fly-tipping and cigarette litter. The aim is to empower the community with the tools and incentives they need to help make a real difference. The impact of each initiative will be carefully measured with the aim of creating a blueprint for other towns facing similar issues.

Allison Ogden-Newton OBE, Chief Executive at Keep Britain Tidy, said: “Litter impacts people’s mental health. It makes people feel depressed and it deters business investment and affects property prices. A clean and tidy environment on people’s doorsteps can improve feelings of wellbeing, pride and community cohesion and is also likely to reduce anti-social behaviour – this is possible if everyone pulls together.

“There is a strong public desire to ‘turn off the tap’ of litter, rather than ‘mop up the problem’ and we’re really encouraged that nearly half of Heckmondwike residents told us they’re willing to take action to make a difference. We look forward to sharing our learnings and inspiring other areas of the country facing similar issues.”

Kim Leadbeater MBE, Labour MP for Spen Valley, said: “This is a fantastic opportunity for my home town of Heckmondwike. This campaign isn’t just about litter – it’s about community transformation. Everyone has a role to play and I’m looking forward to seeing our brilliant local businesses, schools and residents get behind it. We want everyone to be able to say they love living here.

“The Bin It for Good initiative is a great starting point and will not only help keep our town clean and beautiful, but will help support charities that do incredible work in our community. I hope other towns across the country will soon be following our lead.”

Councillor Amanda Pinnock, Cabinet Member for Communities and Environment at Kirklees Council, said: “We’re working towards making Heckmondwike town centre better for everyone, with our Heckmondwike Blueprint schemes already beginning to take shape and benefitting local people. Campaigns like this will help to ensure the town centre remains a pleasant, enjoyable place to be long after these investments come to fruition. The reality is the costs of ‘cleaning up’ litter and fly-tipping means less money for vital services.

“This campaign is like setting the reset button on our town and we are delighted to have the support of behaviour change experts, Keep Britain Tidy, who have some brilliant tried and tested ideas that our community can embrace. Being able to address the issue of litter without putting any additional strain on services is truly welcomed and we are excited to see what we can achieve in partnership with the community of Heckmondwike”.

Local residents can sign up as:

A business or community group to receive resources to help you engage your customers and community in our litter initiatives
A school or nursery to help use the student voice to shape the project
An individual to join community events and help spread the word!

Love Where You Live Heckmondwike is part of the Litter Pact project by environmental charity Keep Britain Tidy, with support from Kirklees Council, and leading food and drinks brands Coca-Cola, KFC, Mars Wrigley, McDonald’s and Nestlé with the aim of investing in research and programmes to reduce litter. The campaign is being closely watched as a test model for broader adoption across the UK.

The brief

Litter is more than just an eyesore – it damages ecosystems, affects public health and disproportionately impacts deprived communities.

Keep Britain Tidy tasked Barley with amplifying its landmark report ‘A Rubbish Reality’, which highlighted the worsening litter crisis in England. The report aimed to raise awareness of the scale of the litter problem – and call on government, industry and individuals to take action. Barley’s brief was to craft a compelling narrative – shaping the story to drive national media interest – and position Keep Britain Tidy as a leading voice on environmental policy and behaviour change campaigning.

Insights and approach

To maximise impact, we advised on and identified the strongest, most newsworthy findings from the report, in addition to refining the consumer polling angles and developing key messaging to ensure clear, compelling headlines and talking points.

We developed a robust media strategy, built around three core themes:
Scale of the crisis – 90% of surveyed areas in England were found to be littered over the past decade
Social inequality – the prevalence of litter was nearly three times higher in deprived communities than affluent areas
Policy solutions – urging action on preventative measures like the Deposit Return Scheme (DRS).

A highly targeted media sell-in ensured widespread coverage. We crafted a compelling press release, developed detailed media Q&As and offered one-to-one interviews with our key spokesperson to discuss the report in more detail, ensuring depth of messaging in resulting articles and features.

Through tailored engagement with top tier social affairs and environmental correspondents, we positioned Keep Britain Tidy as the go-to voice on Britain’s litter problem and a driving force in environmental policy and behaviour change campaigns.

Results

The campaign exceeded all expectations, achieving hundreds of pieces of media coverage across national and regional broadcast, print and online titles which led to increased awareness of Keep Britain Tidy’s role as a thought leader and environmental campaigner as well as driving discussion and debate about tackling England’s litter crisis.

Over 350 pieces of media coverage were achieved, including pieces in The Guardian, Daily Mail, Good Morning Britain, The Independent, and a 15-minute feature on BBC Radio 4 You and Yours.

The campaign achieved a total reach of over 390 million opportunities to see and hear and resulted in engagement and commentary from key stakeholders.

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