Essential Customer Understanding // Illegal fly-tipping costs Scotland's tax payers £11M a year & over half of the country is effected in one way or another. Ironically nearly 75% of illegal waste comes from homes even though every Scottish council offers bulky waste disposal. Research indicated that the public had no easy way of fighting back but the introduction of a freephone Stop-Line & email reporting system would give them that power. KSB wanted offenders to know that they were being watched, that reporting them was easy & when caught would now face up to a £40,000 fine. On the strength of our work with Waste Aware Scotland, Avian were briefed to create the campaign.

Creative Connection // Taping into the 'grumpy old men' phenomenon of 'annoying things that you wish you could fix', our launch creative cast the voice of Mr Grumpy himself Victor Meldrew. The follow up work continued the celebrity theme with 'Still Game' comedy duo, Ford Keirnan and Greg Hemphill whose voices feature over the animation created by Colin Thompson. A time relevance communication strategy was developed. TV led with 'daytime reporter' & 'peak time reporter/offender' transmissions. Where possible this was transferred to other broadcast media such as radio, press & outdoor. Completing our connection strategy was a range of street level channels such as; petrol nozzles, car tax discs, car air fresheners, fridge magnets, pens & even specially produced signage in areas with high incidences of fly-tipping.

Genius Effect // The original television commercial delivered one of the most successful telephone hotline launches funded by the Scottish Executive. Now, we always plan to have more call centre staff on hand when the commercials run. Donna Niven, Programme Manager, Keep Scotland Beautiful.