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Eye-catching fly-tipping campaign gets 25 million impacts

Mon 23 Apr 2012

"The team at Threefold needed to quickly understand complex legislation and national policy and communicate this through an innovative multi-channel communication strategy. They have done this with ease, clearly a tribute to their intellect, experience and creativity."

Kate Halka, Swat Fly-tipping Project Manager, Environment Agency

The challenge

The Environment Agency's North East regional communications team needed a business and consumer targeted campaign to prevent fly-tipping, while promoting enforcement and education across the North East and Hull. Unfortunately, they only had a limited budget to cover this vast area.

The solution

Our creative approach was to avoid using photography of piles of rubbish, we'd all seen it before, it doesn't look pretty nor did it support the key campaign messages about the threat of fines or even imprisonment. Instead we went for an eye-catching, stark, graphic style using the big eye and the fly. The messages were clear and targeted to each of the public and commercial audiences. Working closely with associate consultants Emma Jaques and Suki Bains, we created a hard-hitting and highly memorable communications campaign. This included a media launch (having secured Peter Beardsley, MBE as campaign ambassador), outdoor media and press advertising, local media engagement, Local Authority communications campaign, business events, an educational events programme (after securing Eco Schools as project partner) and a Local Authority staff training programme for over 60 delegates.

The results

The Swat campaign enjoyed an estimated 25 million impacts across its 15-month duration at a cost of 0.6p per impact. Providing exceptional value for money, it was also the Environment Agency's most quoted campaign in the media in the North East for the first the three quarters when it ran. Plus, the research and evidence gathered during the project was used to secure long-term future funding.

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Environment Agency
Environment Agency