Limited awareness of the issue meant reporting of litter being thrown from cars was low. Fine income was down and, importantly, the environment was being affected by poor behaviour.
To communicate that littering is against the law, not just a bad habit, and that offenders will be fined. We created an anti-crime message 'Witnessed a Drive-By' with a call to action – YOU FIND 'EM, WE'LL FINE 'EM.
20.1% increase in reports and 37.8% increase in people registering for reporting.