Prepared for: Nikki Rotsos

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Norwich City Council Research City Pride Anti
Litter Campaign

• Prepared for Nikki Rotsos
• Norwich City Council
• Prepared by Celia Rhodes
• OPERA
• OPUS 1444 17th December 2002

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Order of presentation

• Introduction
• Additional contextual issues
• The developed options for City Pride campaign
• Visuals
• Text
• Strapline
• Logo
• Medium
• Conclusions

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Introduction

• Second part of the Civic Pride creative
  development research
• Two creative concepts were selected for further
  development
• Reconvened the group discussions from Part 1
• Fieldwork 11 and 12 December 2002

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Key contextual issues
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The hot housing effect

• Women had talked about the issues and the
  campaign to both adults at home and to other
  people. Men told their partner.
• I told my partner. It brought it to your
  attention. After (the group) you looked, took
  notice. Before, you seen it but you didnt take
  no notice. (F)
• Women had become more aware of their attitudes
  and behaviour.
• It presses on your consciousness. (She means
  her conscience).
• Both men and women woke up to their
  surroundings and noticed litter on streets -
  where they normally would not.
• The next morning, Recorder Road, it was the
  worst Id ever seen, horrendous. Only one litter
  bin, choc a block full, and theyd been dropping
  the burgers under the cars.
• It is the size of the bins. Look at the
  packaging (people drop). You need bigger bins.
• I have been counting the bins on the streets! It
  has made me think more. (F)
• Women were the most likely to have altered their
  behaviour.
• I used to throw my stubs out the car window.
  Now I put them down the (road) drains, but my
  husband says Thats no good, theres petrol.
  (F)

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Attitudes to the Council

• Very impressed Council is showing respect by
  listening and acting, rather than simply
  consulting.
• Impressed Council is actively dealing with
  litter.
• Expect tangible service delivery improvements to
  run in parallel with campaign seeing cleaning
  happening.
• A lip service campaign will not affect public
  attitudes.
• Will only believe Council has changed attitudes
  towards public when see the evidence of service
  delivery changes
• Council has to lead through service delivery
  changes, to effect changes in public behaviour.
• Council changing enables public to change. This
  is a watershed initiative for the Council.

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Current attitudes towards own behaviour

• Current service delivery (not a thorough clean)
  leads public to think litter is either
  overwhelming or that the Council isnt
  bothered.
• If the bin men did their own litter picking
  (i.e. the items that fall out when bins
  collected) there wouldnt be anything mentionable
  left. (M)
• Knock on effect is people feel their own
  behaviour doesnt make a difference. They are
  powerless.
• You cant do anything on your own. A lone
  voice. (M)
• It is too big a problem for the individual unless
  the Council starts effective cleaning, and
  enables the individual to make an impact.
• Individual doesnt see their own behaviour as
  causing the problem.
• Public are thinking in terms of cleaning up, not
  in terms of dropping litter. Thus it is always
  someone elses litter.
• Different people, ages and backgrounds, we say
  the same things, but individuals dont do
  anything about it (M)

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Civic Pride Process

• Council seen to have changed attitudes and
  behaviour This is the tangible evidence.
• Councils action frees up individuals to act
  This is the enabler.
• Campaign delivers an invitation to action to be
  part of the civic pride team.
• 4. Commitment to the team leads to individuals
• Shifting attitudes.
• Revising beliefs about their place in the
  community.
• Changing behaviour.

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The campaign Allsopp Davies
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Engaging with the visuals

• Curiosity, enjoyed guessing location. Is it near
  me?
• Proximity triggers realisation I know that
  place, I have dropped litter there. I have
  contributed to the problem.
• Avoid personalisation of name and shame
  campaign.
• Accurate photos of familiar areas. E.g. play
  parks subway in St Stephens (not Duke Street)
  Prince of Wales Road Dereham Road estate
  location for abandoned car (not the obvious
  choice of Mile X).
• If not, reader wont believe it is Norwich, which
  gives permission to reject because problem isnt
  linked to their personal behaviour.

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The visuals

• Clearly identifiable litter in situ, not
  placed.
• Visual impact gained through colour, design
  values.
• Cup still wins through clarity of
  communication.
• Bird works well as concept, educates, brings in
  family values kids protect animals, pester power
  influences parents behaviour.
• Use a kitten that has the oh ah factorbeing
  hurt by rubbish. (F)
• Kids would be shocked particularly if they liked
  animals. Adults wouldnt care. (M)
• Use species common in Norwich, not a seaside
  bird.
• Subway good concept but use St Stephens. Cant
  identify the litter, looks placed. Use burger,
  coke, chips with wrapper.
• Dog bowl? vomit coloured - a complete turn off.
  No mention of litter. Impossible to identify.
  Rejected.

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The visuals

• The Car image works well but use a housing
  estate where cars typically dumped, not
  Chapelfields.
• How did they get that through the barrier!
• Car not right choice of litter
• Joy riders wont have a conscience. They just
  dump it where they shouldnt do (F)
• Play area broken glass or allusion to dog mess.
  Thus indicating meaningful hazard to children.
• Beer bottle so beautifully shot could be a
  Budweiser advert. Need dirty, contaminated
  litter.

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The text

• We are improving the way we deal with litter.
  Are you? Works well, problem solving. Positive
  reinforcement of what is already happening.
• Trying intention to act. Allows for failure
  to change. Not an option in public mind.
• 60 tonnes 60 cars Powerful reinforcement.
  Recognise this one? works on Car. C2DEs know
  why people dump cars. BUT cars are not litter.
• Bags and computer business waste. Household
  waste car, sofa, mattress, cooker - dumped
  because people avoid collection charge knowing
  Council will eventually pick up. This is not
  litter.
• Location/Day Powerful reinforcer. Enhance
  visibility.

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Strapline

• Works extremely positively. Encompasses all of
  us Council, businesses, residents.
• Engenders team spirit amongst those that live and
  work in the area of Norwich.
• Is campaignable.
• Our fine city is an outbound message to
  visitors that results from civic pride it isnt
  a call to action for people who live there.
• Is a reinforcement of achievement for residents.
  So can use it later in Civic Pride campaigns but
  not at start.

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Logo

• Shield evokes strong reactions from most
  formal representation of Norwich. Symbolic of
  heritage, tradition and roots of medieval city.
• Outline the City walls, pictures inside
  Norwich. The wall encloses the historic city the
  outline frames the image. Totality the
  community today. On that basis Cathedral not
  appropriate choice.
• High risk strategy to drop outline! But can
  update.
• Can update font. But keep word City. Use gold.
• The public do want to see the Council move into
  21st Century. The walls and city represent the
  Councils connection with the community it
  serves. Public not ready for separation of name
  and visual representation of community.

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Timing of logo update is positive PR opportunity

• Radical change, too early, risks public
  positioning Council as diverting public funds
  away from litter. Need evidence of changed
  service delivery first.
• Campaign will be unexpected in context low
  historical Council media exposure. Familiar logo
  will easily link Council with the campaign.
• In any case the high production values of the
  campaign will lift the image of the Council too.
• Consider using logo change to reinforce the
  achieved change in Council delivery to gain
  maximum impact.
• Used with the strapline, easy to recognise the
  City Council is improving service delivery and
  leading the way. The campaign proves Councils
  civic pride (in that order cause and effect).

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Media

• Bus Shelter perfect!! High impact, very
  immediate, communicates clearly (but make road
  recognisable)
• Buses
• Back of buses for men, drivers and pedestrians
• Side of buses, visual picked up after the text.
  Sides may be less visible.
• Also consider inside where people have more time
  to look.
• Billboard effective.
• Newspaper the public feel is the least
  effective medium. Few report reading their local
  paper.

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Norwich City Council Research City Pride Anti
Litter Campaign

• Prepared for Nikki Rotsos
• Norwich City Council
• Prepared by Celia Rhodes
• OPERA
• OPUS 1444 17th December 2002