As part of our anti-cigarette litter behavioural change campaign in Bristol, we’ve produced this very short film, fronted by the comedian, Marcus Brigstocke. The concept behind it is that we use a bit of humour to try and convey key campaign messages directly to people who have been fined – by Bristol City Council – for littering in Bristol. Last year, there were over 7,000 people. Litterers who agree to watch the film at home online, and answer three questions about it, are given a 50% reduction in their fine. Hence, we’re undertaking a UK-first in terms of combining enforcement and education at the same ‘point of sale’… if we can put it that way!
Hmm, an interesting and informative message presented humorously. Well done to all involved, But it’s not difficult to watch so to give a 50% reduction in the fine is very generous IMHO.
Perhaps a 10% reduction in the amount of time carrying out restorative justice in cigarette butt retrieval would strike home?
Either way, education is key. To the young especially, as I do believe lessons learned early in life, and reinforced throughout every stage of growing up, help.
Many thanks for your comments Elizabeth. Perhaps 50% is generous, but we have to entice people to watch the film – which is entirely their decision and we cannot force – so that’s why it’s set at that level. Totally agree with you that lessons learnt early in life are much more likely to stick and be acted on. John