Microsoft Word - 51989 BCC Litter Report Stage 5 FINAL.doc

Belfast City Council
Analysis of People’s Stated Littering Behaviour – Stage 5
Final Report

92-96 LISBURN ROAD, BELFAST BT9 6AG
Tel: 028 9050 0800

TABLE OF CONTENTS

Page No
1
Background & Objectives
1
2 Methodology
2
3
Summary of Key Findings
5
4 Profile
of
Respondents
7
5 Littering
Behaviour
9
6 Related
Littering
Behaviour
14
7
Reasons for Littering
18
8
Attitudes towards Littering
20
9
Advertising Awareness - General
22
10
Advertising Awareness – BCC Anti-Litter Campaign
24

Appendix 1: Questionnaire Stage 5
28
Appendix 2: TV stills shown to respondents
35

1.  Background & Objectives

Belfast City Council has undertaken an advertising campaign over the past four years aimed
at changing attitudes and behaviours in relation to littering.

Belfast City Council commissioned Ipsos MORI to conduct a programme of research with
residents of the Council to measure the impact of the advertising campaign. This report
summarises the fifth wave of the research conducted in late February/early March 2008.
Comparisons are made across all waves, in particular the stage 1 baseline research and
stage 4.

The main objective of this research program therefore was to:
  ‘Undertake an independent assessment of people’s stated littering behaviour and attitudes
to the most recent anti-litter campaign in order to determine its effectiveness and to
measure any changes in attitudes and behaviours since the baseline study was undertaken.

The following table summarises the amount of exposure the campaign had in
each year:

Year 1
Year 2
Year 3
Television  1175 ads each lasting 30 790 ads lasting either 30  1,600 ads each lasting 30
seconds
seconds or 10 seconds
seconds or 10 seconds
April – 400 TVRs
August – 340 TVRs
April – 400 TVRs
May – 200 TVRs
November – 190 TVRs
June – 400 TVRs
July – 300 TVRs
January – 260 TVRs
October- 400 TVRs
November – 275 TVRs
January - 400 TVRs
Radio
82 spots per 2 weeks (30  None None
seconds) by 4 bursts
March – 2 weeks
May – 2 weeks
July – 2 weeks
November – 2 weeks
Outdoor
13 (March only)
None
40
48 Sheets  38
45
(April/ June/
Adshels
(March/May/July/November)
(August/November/January)  October/January)
Transit
26 (March/May/November
62
30
55 (March/June)
(August/November/January)  (April/ June/ October/
January)

1

2. Methodology

In this section we detail our approach to conducting the programme of research.

2.1
Research History

Stage 1:

Fieldwork for this stage was completed by the end of January 2004 to provide a baseline
prior to the initial wave of the advertising campaign.

Stage 2:

Research at this stage was conducted on completion of the advertising campaign by the
middle of November 2004. This stage focused primarily on attitudes towards the campaign
itself, attitudes to littering after the campaign, with a final analysis on the effectiveness of
the campaign.

Stage 3:

Research at this stage was conducted two thirds of the way through the campaign, in
November 2005. This stage focuses primarily on changes in attitudes to and behaviours in
relation to littering to measure the overall effectiveness of the campaign.

Stage 4:

Research at this stage was conducted in January/ February 2007. This stage again provides
a comparison to the previous waves and focuses primarily on changes in attitudes to and
behaviours in relation to littering to measure the overall effectiveness of the campaign.

Stage 5:

The fifth wave of the survey was conducted from 25th February to 7th March 2008, at the
same time as the “excuses, excuses” advertising was phased in.

2.2
Methodology

In February 2008, 512 interviews, representative of the Belfast City Council resident
population aged 16 plus in terms of age, gender and working status, were carried out in
home across the Belfast City Council Area. All interviews were carried out on a face-to-face
basis by Ipsos MORI’s team of specialist, experienced interviewers, working to the highest
standards of quality (IQCS and above).

The approach to sampling was the same for the fifth stage of the research as it was for the
previous four.

2.3
Sampling Structure

In order to achieve a representative sample of residents within the Belfast City Council area,
Ipsos MORI used a quota sampling methodology. To ensure that a representative sample of
the population was achieved, a two-stage approach to sampling was conducted:

1.  Selection of geographical points
2.  Selection of respondents within geographical points

2

In the first instance, Ipsos MORI used the network of electoral wards to create a list of
primary sampling units. Because of the variation in size of electoral divisions in Northern
Ireland, Primary Sampling Units (PSUs) with approximately equal numbers of electors were
created. Not to do so would increase the likelihood of selection of the largest wards only.
In numerous cases, it was necessary to combine several wards to create a single PSU and
where this has been done the combined wards are contiguous and grouped within a single
electoral district.

Within  each  stratum,  PSUs  were  further  classified  by  population  density.    PSUs  with  less
than one elector per square hectare are defined as rural, whereas a density greater than
one is regarded as urban (as was the case for Belfast City Council). This extends the
geographical stratification to fifteen bands. The next stage was the ordering of the PSUs
according to the exact number of electors resident in each. Finally, within each
geographical stratum, random start points and varying sampling intervals were applied to
select the PSUs with probability proportional to the electoral population.

Ipsos MORI’s sampling frame covered the Belfast City Council area where there are
approximately 217,000 individuals aged 16 or over. There are 51 sampling points in the
Council area (based on Electoral Wards) in the Ipsos MORI’s sampling frame and we
ensured that proportionate interviews were conducted within a carefully chosen selection of
sample points (32 were chosen in total, with 16 interviews in each).

When the geographical points were selected, quotas were set to ensure age (three breaks),
gender and working status (two breaks) profiles matched those in the population of the
Council area as per the Census data.

2.4
Section 75

We are aware that Belfast City Council is committed to the Equality agenda through Section
75 of the Northern Ireland Act (1998). These categories are: (1). religious belief; (2).
political opinion; (3). racial group; (4). age; (5). marital status; (6). sexual orientation; (7).
men and women; (8). persons with a disability (and without); and (9). persons with
dependents (and without). Our sample design ensured that the results from the exercise
were a fair reflection of the views of all the citizens of the Belfast City Council area,
including the nine categories identified above.  The ‘profile of respondents’ section of this
report outlines the number of respondents in each category.

2.5 Questionnaire
Design

Stage 1:

Ipsos MORI developed the final questionnaire in close conjunction with Belfast City Council.
Each interview lasted an average of 8-10 minutes and included the following areas:

General demographics – age, social class, gender, number in household, children
in household, working status, marital status;

Perceptions as to what constitutes littering, what do they define as litter?

Extent of littering and types of littering;

Attitudinal statements in relation to litter; and

Awareness of Advertising Campaigns regarding litter.

Stage 2:

The questionnaire was reviewed for the Stage 2 study and additional questions added in
relation to:

Whether or not respondents smoke;

3

Advertising awareness for the Brighter Belfast campaign;

Which media Ad was seen/heard;

What aspects are specifically recalled;

Awareness of slogans;

Perceived messages of the campaign; and

Perceived effectiveness of Ad.

Stage 3:

The questionnaire for Stage 3 was similar to that used for Stage 2 although the following
changes were made to reflect the new advertising campaign:

Advertising awareness for the ‘So why do you do it here?’ campaign

What aspects of ‘So why do you do it here?’ are specifically recalled

Awareness of associated slogan

Stage 4:

The questionnaire used for Stage 4 was similar to that used for Stage 3 although the
following changes were made:

Awareness of fine for dropping litter

Awareness of the amount of the fine for dropping litter

Minor changes to the wording of the questionnaire that did not effect the
examination of trends between the stages

Stage 5:

Like stage 3, the questionnaire was amended to reflect the new advertising campaign:

Advertising awareness for the ‘excuses, excuses’ campaign

What aspects of ‘excuses, excuses’ are specifically recalled

Awareness of associated slogan

Awareness of advertising on telephone boxes

A copy of the final stage 5 questionnaire is appended.

4

3.  Summary of Key Findings

3.1
Littering behaviour

Awareness of what constitutes littering behaviour is high with between 85% and 96% of the
population regarding each aspect tested in the research as littering behaviour. Throwing
anything away in a public place and allowing a dog to foul without clearing it up are the
areas most considered to be littering, whereas leaving an item behind in a public place and
discarding fruit or food are least likely to be classed as littering.

The proportion of people who have engaged in littering behaviours has continued to
decrease since the commencement of the advertising campaign to 38% at stage 5.

%  of  people  who  have  been  involved  in  any  form  of  littering  in  the  past  six
months
Stage 1
Stage 2
Stage 3
Stage 4
Stage 5
Jan 2004
Nov 2004
Nov 2005
Feb 2007
Feb 2008
52% 57% 48% 45% 38%

Highest levels of littering are recorded among young people (64%) and smokers (60%),
unmarried people (48%) and those with children under 12 (48%).

In terms of the individual aspects of littering, throwing a cigarette butt on the ground,
throwing paper on the ground and discarding fruit or other food are the most common with
14% having engaged in each of those in the past six months. Like the overall trends, each
of these areas has shown improvement over the years.

There is evidence to suggest that if an aspect is likely to be considered as littering, people
are less likely to engage in it and vice-versa. This suggests that advertising can play a key
role in reducing litter, as raising awareness of what constitutes littering may reduce these
forms of litter.

Littering behaviours appear to be related – if a person engages in one type of littering
behaviour then they are also likely to engage in other types of littering behaviour.

The main reasons that residents from Belfast City Council gave for littering included
laziness, lack of facilities, carelessness, ignorance and not caring.

Almost all agree that it is up to each individual to take responsibility for litter and that if they
don’t litter in their own home that they shouldn’t litter in the street. Two in three thought
that it was unreasonable to throw litter if bins weren’t available and three in four supported
stronger penalties for throwing litter.

3.2
Advertising awareness

The proportion of people that recall advertising relating to littering is stable at 75%.
However, when asked to provide details of the litter related advertising that they recall it is
clear that respondents are recalling a number of different campaigns.  Features of recent
advertising campaigns from Belfast City Council have the highest levels of recall (“don’t drop
it, stop it” – 20%, discarded cigarette butt – 15%, discarded apple – 14% and “so why do
you do it here” – 14%).

Over half (55%) are familiar with Belfast City Council’s advertising unprompted, while three
quarters recognise the advertising campaign from stills from the television advert.

5

Television remains the key medium of exposure of BCC’s littering advertising. Of those that
were familiar with it, 55% think that the Belfast City Council advertising is effective.

In terms of specific advertising slogans, three in four are familiar with “don’t drop it, stop it”
and more than half have heard the “so why do you do it here” slogan. 56% know that
there is a £50 fine for dropping litter. As expected, the most recent advertising campaign
“excuses, excuses” has a low level of recall with just 1% mentioning it unprompted.
However, given that the campaign started as the fieldwork began, it is promising that more
than one in four recognised the slogan when prompted.

6

4.    Profile of Respondents

During the Stage 5 wave of research 512 interviews were undertaken on a face-to-face
basis. All respondents live in the Belfast City Council area. The following charts outline the
profile of respondents.

Analysis of Sample – Stage 5
%
Gender
48
Male
Female
52
16-24
17
25-34
14
Age
35-44
21
45-54
14
55-64
12
65+
21
Married/Living as married
49
Marital
Single
32
Status
Divorced/Separated
8
Widowed
11
Base: All (512)
1

Analysis of Sample – Stage 5
%
Number in
1-2
49
Household
3-5
46
6+
6
Children
None
71
Under 12
1-2
24
3+
5
Children 12-
None
78
18
1-2
21
3+
2
Working
Working
49
Status
Not working
51
Base: All (512)
2

7

Analysis of Sample – Stage 5
%
Hetero
94
Sexuality
Other
2
Refused
4
Religious
Protestant
45
Denomination
Catholic
41
Other
3
None
6
Refused
5
Ethnic/Racial
White
97
Group
Other
3
Base: All (512)
3

8

5.    Littering Behaviour

5.1
What do you consider to be littering?

Respondents were given a list of scenarios and asked what they considered to be littering
behaviour, which are represented below.

What Is Considered Littering?
%
Stage 5 [Feb 08] (Base: 512)
Stage 4 [Feb 07] (Base: 528)
Stage 3 [Nov 05] (Base: 517)
Stage 2 [Nov 04] (Base: 512)
Stage 1 [Jan 04] (Base: 512)
96
Throwing anything away
95
95
in Public place
9496
96
96
Allowing dog to foul
98
87
96
97
Dumping large item in
93 97
Public place
90 95
96
Dropping fast food
93 97
packaging
79
95
97
Emptying car ashtray onto
92 97
road
84
94
96
Throwing a piece of paper
89
96
on ground
88 94
4

What Is Considered Littering?
%
Stage 5 [Feb 08] (Base: 512)
Stage 4 [Feb 07] (Base: 528)
Stage 3 [Nov 05] (Base: 517)
Stage 2 [Nov 04] (Base: 512)
Stage 1 [Jan 04] (Base: 512)
96
Spitting chewing gum in
92 97
Public place
81
94
93
Throwing cigarette butt -
88
94
car window
86
93
94
Throwing a cigarette butt
88 93
on ground
83
92
92
Dropping a bus/train
86
93
ticket
84
90
92
Leaving an item behind in
84
91
a public place
80 85
92
Discarding a piece of
81
89
fruit/other food
84
85
5

There has been a little change across the previous waves of the survey, with all aspects of
littering continuing to be recognised as such.  Throwing anything away in a public place and
allowing a dog to foul are most likely to be considered littering while leaving an item behind
in a public place and discarding fruit or other food are least likely.

9

There are however some important differences from the previous wave of the research.
Allowing a dog to foul, dumping a large item in a public space, dropping fast food
packaging, emptying a car ashtray onto the road, throwing paper onto the ground, spitting
chewing gum onto the ground, throwing a cigarette butt from a car window or on to the
ground, dropping a ticket and leaving an item behind in a public place are all significantly
more likely to be considered as littering.

A point of interest is that compared with the average, smokers are less likely to consider
emptying an ashtray from a car onto the road, throwing a cigarette but out of a car window
and dropping a cigarette butt as littering.

5.2
Reported Littering – Overall Level

Given that there are lots of different reasons as to why people litter and situations where
people feel they have no alternative but to litter, respondents were asked if they would ever
engage in the activities detailed above. Reported littering behaviour is defined as an
individual engaging in at least one of the aforementioned littering behaviours in the last six
months.

Reported littering behaviour across all
waves
%
57
52
48
45
38
Stage 1* [Jan 04]
Stage 2 [Nov 04]
Stage 3 [Nov 05]
Stage 4 [Feb 07]
Stage 5 [Feb 08]
(Base: 512)
(Base: 512)
(Base: 517)
(Base: 528)
(Base: 512)
* Note: For stage 1, the question asked about occasional or regular littering behaviour generally,
whereas the subsequent waves asked about littering behaviour in the past six months
6

The level of reported littering has steadily declined from stage 2 to the current wave. It is
encouraging to note that significantly fewer people said that they had littered compared
with the same period last year.

10

Incidents of Littering by Key Demographics
% of those who litter
Overall
38
Male
43
Gender
Female
33
Age
16-35
64
35-54
36
55+
16
Working
44
Work Status
Not Working
32
Married
28
Marital
status
Not married
48
Aware umpropted
36
Ad
Aware when prompted
46
awareness
Unaware
38
Smoker
60
Smoker
Non-Smoker
25
Dog owner
Dog owner
46
Non dog-owner
35
No in
'1-2
31
Household
3+
45
None
34
Children
under 12
Any
48
Base: All (512)
7

There were several key sub-group differences across this wave. Compared with their
counterparts, younger people, smokers, those who are not married, those with children
under 12, dog owners, those from larger households, those who are employed and men
are significantly more likely to engage in any littering behaviour.

5.3
Reported Littering – Specifics

Reported Littering
%
Regularly
Occasionally
Not at all
Stage 1
4
96
Dropping  Stage 2 1 6
93
fast food  Stage 3 1 5
94
packaging Stage 4 1 4
95
Stage 5 1 3
96
Stage 1 2
9
89
Spitting  Stage 2 3
8
89
out
Stage 3 2
11
87
chewing  Stage 4 2
9
87
gum
Stage 5 1
7
92
Stage 1 1
99
Emptying  Stage 2 2
98
ashtray
Stage 3 1
99
from car Stage 4 2
98
Stage 5 2
97
Dumping  Stage 1 1
99
a large
Stage 2 1
99
item in a  Stage 3 1
99
public
Stage 4 1
99
space
Stage 5 1
99
Base: All:- Stage 1 (512); Stage 2 (512); Stage 3 (517); Stage 4 (528); Stage 5 (512)
8

11

Reported Littering
%
Regularly
Occasionally
Not at all
Stage 1
6
15
79
Throwing a  Stage 2
8
14
78
cigarette
Stage 3
6
12
82
butt on the  Stage 4 3
12
85
ground
Stage 5 3
11
86
Throwing a  Stage 1 3
8
89
cigarette
Stage 2
5
8
87
butt out of  Stage 3 3
10
87
a car
Stage 4 2
8
89
window
Stage 5 2
9
89
Leaving  Stage 1
6
94
an item
Stage 2 1
8
91
behind in  Stage 3
7
93
a public  Stage 4 1 7
92
space
Stage 5 1 6
93
Allowing  Stage 1 2
98
a dog to  Stage 2 1 3
96
foul
Stage 3 3
97
without
Stage 4 1 2
97
picking it  Stage 5 1
99
up
Base: All:- Stage 1 (512); Stage 2 (512); Stage 3 (517); Stage 4 (528); Stage 5 (512)
9

Reported Littering
%
Regularly
Occasionally
Not at all
Stage 1 2
28
70
Throwing  Stage 2 2
26
72
a piece of  Stage 3 2
15
83
paper on
Stage 4 2
16
82
the ground Stage 5 1
13
86
Stage 1 2
16
82
Discarding  Stage 2 2
18
80
a piece of  Stage 3 2
20
78
fruit/other  Stage 4 1
17
82
food
Stage 5 1
13
86
1
18
Stage 1
81
Dropping  Stage 2 2
18
80
a bus/
Stage 3
3
14
83
train
Stage 4 1
12
87
ticket
Stage 5 1
12
87
Throwing  Stage 1 1
16
83
anything  Stage 2 1
18
81
away in  Stage 3 2
12
86
public
Stage 4 2
13
85
space
Stage 5 1
11
88
Base: All:- Stage 1 (512); Stage 2 (512); Stage 3 (517); Stage 4 (528); Stage 5 (512)
10

This wave, the most common forms of littering include throwing a cigarette butt on the
ground, throwing a piece of paper on the ground, discarding fruit or other food, dropping a
bus or train ticket, throwing anything away in a public place and throwing a cigarette butt
out of a car window. These forms of littering have each been committed by over 10% at
least once in the last six months.

There has been a little change in the proportion of people littering in each of these areas
since stage 4, however significantly fewer admit to dropping a cigarette butt on the ground,
throwing paper on the ground and dropping a ticket since the first stage of the research.

Focusing just on those who smoke, 37% had thrown a cigarette butt on the ground and
28% had thrown a cigarette butt from a car window.  Since stage 4 of the research, there
has been a decrease in the dropping of cigarette butts on the ground (43%).

12

Reflecting the general trends noted earlier, people between the ages of 16 to 34 have
significantly higher levels of littering in each of the six most common areas mentioned
earlier.

5.4
What is considered littering vs reported littering behaviour

Reported littering behaviour vs what is
considered littering for each aspect
16
% reported littering behaviour
Throwing cigarette
Throwing paper on
Discarding
butt on ground
ground
fruit/food
Throwing anything
away in public
Dropping bus/train  12
place
ticket
Throwing cigarette
butt from car
window
Leaving an item
8
behind in a public
Spitting chewing
space
gum
84
88
92 Emptying car
96
100
Dropping fast food
% what is considered littering
4
ashtray
packaging
Allowing dog to foul
Dumping large item
0
in public space
11

Comparing each of the twelve aspects on whether they are considered to be littering against
how often people engage in them reveals that if an aspect is more likely to be considered as
littering, people are less likely to engage in it and vice-versa. The exceptions to this are
throwing paper on the ground, throwing a cigarette butt from a car window, throwing
anything away in a public place and spitting chewing gum. These aspects have high levels
of littering and high consideration of littering.

This suggests that advertising could play a key role in reducing litter, as reinforcing what
littering behaviour is unacceptable may reduce these forms of litter.

13

6.    Related Littering Behaviour

Upon closer inspection, certain behaviours are linked. By looking at each of the top six
instances of littering in turn, a clearer picture emerges of interrelated littering behaviour.

6.1   Throwing a cigarette butt on the ground

Related Littering Behaviour
Those who would throw a cigarette butt on the ground
%
47
Throwing paper on the ground
14
38
20
Discarding fruit/food
14
37
40
Dropping a bus/train ticket
13
33
37
Throwing anything away in a public space
31
12
59
Throwing a cigarette butt from a car window
28
11
24
Spitting out chewing gum
19
7
20
Leaving an item behind in a public space
17
6
13
Dropping fast food packaging
4
9
Cigarette butt on
7
the ground on
Emptying an ashtray from a car
7
3
ground (Base: 70)
Any Reported litter
Allowing a dog to foul
4
(Base: 195)
1
3
Dumping a large item in a public place
Overall (Base: 512)
1 3
12

Those who have thrown a cigarette butt on the ground are also likely to also throw a
cigarette butt out of a car window. However, only 20% of those who threw a cigarette butt
on the ground discarded fruit compared with 37% of those who reported any littering
behaviour.  These findings are very similar to wave 4.

6.2 Throwing a piece of paper on the ground

Related Littering Behaviour
Those who would throw a piece of paper on the ground
%
45
Throwing a cigarette butt on the ground
14
36
35
Discarding fruit/food
14
37
50
Dropping a bus/train ticket
13
33
57
Throwing anything away in a public space
31
12
36
Throwing a cigarette butt from a car window
28
11
32
Spitting out chewing gum
19
7
24
Leaving an item behind in a public space
17
6
20
Dropping fast food packaging
4
9
Paper on ground
Emptying an ashtray from a car
7
14
(Base: 74)
3
Any Reported litter
8
Allowing a dog to foul
4
(Base: 195)
1
Overall (Base: 512)
7
Dumping a large item in a public place
1 3
12

14

Those who have thrown something on the ground are significantly more likely than those
who reported any form of littering to throw anything away in a public space, drop a train
ticket, spit out chewing gum, drop fast food packaging and empty an ashtray from a car.
Again, this is very similar to the previous wave.

6.3   Discarding a piece of fruit or other food

Related Littering Behaviour
Those who would discard fruit/food
%
19
Throwing a cigarette butt on the ground
36
14
36
Throwing paper on the ground
14
38
Dropping a bus/train ticket
33
32
13
29
Throwing anything away in a public space
31
12
19
Throwing a cigarette butt from a car window
28
11
24
Spitting out chewing gum
19
7
19
Leaving an item behind in a public space
17
6
17
Dropping fast food packaging
4
9
Discarding
fruit/food (Base:
Emptying an ashtray from a car
7 10
3
72)
7
Any Reported litter
Allowing a dog to foul
4
(Base: 195)
1
7
Dumping a large item in a public place
Overall (Base: 512)
1 3
13

Those who drop fruit or other food are significantly less likely to throw cigarette buts on the
ground or throw cigarette butts from car windows, but are more likely to drop fast food
packaging.

6.4   Dropping a bus/train ticket

Related Littering Behaviour
Those who would drop a bus/train ticket
%
Throwing a cigarette butt on the ground
36
43
14
57
Throwing paper on the ground
14
38
Discarding fruit/food
37
35
14
38
Throwing anything away in a public space
31
12
35
Throwing a cigarette butt from a car window
28
11
32
Spitting out chewing gum
19
7
26
Leaving an item behind in a public space
17
6
17
Dropping fast food packaging
4
9
Dropping bus/train
Emptying an ashtray from a car
7
15
ticket (Base: 65)
3
Any Reported litter
6
Allowing a dog to foul
4
(Base: 195)
1
Overall (Base: 512)
8
Dumping a large item in a public place
1 3
14

15

Those people who would drop a bus or train ticket are most likely to throw paper on the
ground, spit out chewing gum, leave an item behind in a public place, drop fast food
packaging, empty an ashtray from a car and dump a large item in a public place. There are
no major differences from the previous wave.

6.5
Throwing anything away in a public place

Related Littering Behaviour
Those who would throw anything away in a public place
%
43
Throwing a cigarette butt on the ground
14
36
70
Throwing paper on the ground
14
38
35
Discarding fruit/food
14
37
42
Dropping a bus/train ticket
13
33
43
Throwing a cigarette butt from a car window
11
28
32
Spitting out chewing gum
7
19
32
Leaving an item behind in a public space
6
17
20
Dropping fast food packaging
4 9
12
Throwing anything away
Emptying an ashtray from a car
3 7
in a public place (Base:
8
60)
Allowing a dog to foul
Any Reported litter (Base:
1 4
195)
8
Dumping a large item in a public place
13
Overall (Base: 512)
15

Those people who have thrown anything away in a public place in the last six months are
most likely to throw paper on the ground, throw a cigarette from a car window, spit out
chewing gum, leave an item behind in a public space, drop fast food packaging and dump a
large item in a public place. There are no significant differences from the previous wave.

6.6
Throwing a cigarette butt out of a car window

Related Littering Behaviour
Those who would throw cigarette butt from car window
%
75
Throwing a cigarette butt on the ground
14
36
49
Throwing paper on the ground
14
38
25
Discarding fruit/food
14
37
42
Dropping a bus/train ticket
13
33
47
Throwing anything away in a public place
12
31
29
Spitting out chewing gum
7
19
24
Leaving an item behind in a public space
6
17
16
Dropping fast food packaging
4 9
16
Throwing anything away
Emptying an ashtray from a car
3 7
in a public place (Base:
7
60)
Allowing a dog to foul
Any Reported litter (Base:
1 4
195)
9
Dumping a large item in a public place
13
Overall (Base: 512)
16

16

Those who throw cigarette butts from a car window are more likely to throw a cigarette butt
on the ground, throw paper on the ground, throw something away in a public place, spit out
chewing gum, drop fast food packaging, empty an ashtray from a car window and dump an
item in a public place. They are also significantly less likely to discard fruit or other food.

17

7.
Reasons for Littering

Top 10 Reasons for Littering
(All)
%
40
Laziness
37
40
27
Lack of bins/facilities
16
22
4
Carelessness
15
22
4
Ignorance/not taught not to
13
12
6
Just don't care
6 8
6
Do it by accident
9
6
5
Habit/Don't think
8
6
No respect
3
Stage 1 [Jan 04] (Base: 512)
4
Break down/Biodegradable
2
Stage 4 [Feb 07] (Base: 528)
3
6
Stage 5 [Feb 08] (Base: 512)
Never really thought about it
5
3
16

Top 10 Reasons for Littering
(Reported Littering)
%
Laziness
40
49
37
39
Lack of bins/facilities
27
34
5
Carelessness
17
22
11
Do it by accident
15
11
5
Habit/Don't think
11
7
6
Break down/Biodegradable
3
6
7
Just don't care
4 6
9
Never really thought about it
8
5
Stage 1 [Jan 04] (Base: 267)
3
Ignorance/not taught not to
9
Stage 4 [Feb 07] (Base: 246)
4
Stage 5 [Feb 08] (Base: 195)
Nobody to stop me
10
4
19

The main reason that people give for littering is laziness, cited by four in ten, followed by
carelessness and a lack of bins/facilities. Younger people are more likely to name a lack of
bins as a reason for littering (38%), whereas a greater proportion of older people explain
littering through carelessness (33%). Among those who admit to littering, the proportion
who say it is because there was no bin nearby increases to 34%. They are also more likely
to say it is because littering is accidental (11%) and litter is biodegradable (6%).

Generally speaking, the reasons given for littering depended on their littering behaviour –
those that litter were more likely to give justifications for their behaviour (e.g. no bin),

18

whereas the groups that were less likely to litter gave judgemental reasons for littering (e.g.
not being taught not to litter).

There has been little change over time in the reasons that people give for littering.
However, more have said that a lack of bins and carelessness are reasons for littering since
the last wave. Compared with the baseline stage 1, the main differences are with those
who litter.  For these individuals, the impact of laziness has reduced over time, but now
they are more likely to explain littering through carelessness.

19

8.    Attitudes towards Littering

Attitudes to Littering
(All)
%
% Disagree
% Agree
Stage 1
99
It is up to each
individual to take
Stage 4
2
98
responsibility for litter
Stage 5
1
99
Stage 1
81
13
It is not unreasonable
for people to throw
63
27
Stage 4
litter if bins are not
67
26
available
Stage 5
Stage 1
8
83
There should be stronger
penalties for throwing
Stage 4
9
77
litter
Stage 5
14
74
If you wouldn’t do it at
home, why would you
Stage 4
2
96
litter in the street
Stage 5
1
96
Base: All:- Stage 1 (512); Stage 2 (512); Stage 3 (517); Stage 4 (528); Stage 5 (512)
20

Attitudes to Littering
(Reported Littering)
%
% Disagree
% Agree
Stage 1
1
99
It is up to each
individual to take
Stage 4
4
96
responsibility for litter
Stage 5
1
98
Stage 1
59
35
It is not unreasonable
for people to throw
50
39
Stage 4
litter if bins are not
56
33
available
Stage 5
Stage 1
15
74
There should be stronger
penalties for throwing
Stage 4
15
65
litter
Stage 5
19
66
If you wouldn’t do it at
home, why would you
Stage 4
3
93
litter in the street
Stage 5
3
95
Base: All who reported littering:- Stage 1 (267); Stage 2 (291); Stage 3 (246); Stage 4 (246); Stage 5 (195)21

As seen through all stages of the research to date, virtually all residents of Belfast City
Council agree that it is up to each individual to take responsibility for litter, with nine in ten
agreeing strongly.  The same is true among those who do litter.  Almost all also agree that
they wouldn’t litter in their own home so they shouldn’t litter in the street.

While two in three say it is unreasonable for people to throw litter where bins aren’t
available, there has been some shift in opinion.  Now twice as many think it is acceptable,
compared with stage one of the research.  Compared to those who have littered in the past
six months, only 56% disagreed that it was reasonable to litter if bins are unavailable.

20

There is also strong agreement that there should be tighter penalties for littering (74%).
However, the proportion who feel this has declined this year compared to previous waves.
Perhaps unsurprisingly, only two in three of those who admitted to littering earlier agreed
that there should be stricter penalties.

21

9.
Advertising Awareness - General

9.1   Advertising Recall

Advertising Recall - General
%
Reported Littering
All
84
80
80
75
84
61
76
75
74
57
Stage 1 [Jan 04] Stage 2 [Nov 04] Stage 3 [Nov 05] Stage 4 [Feb 07] Stage 5 [Feb 08]
Base: All / All who reported that they littered
22

While the “excuses, excuses” advertising had just begun as the fieldwork took place in stage
5, recall of general litter advertising is still quite high with three in four recalling some form
of advertising. Recall is as high among those who admit to littering. The current recall of
advertising on litter has increased significantly from the first stage of the research (57%)
before any specific BCC litter advertising. This suggests that the BCC advertising has been
effective in keeping littering ‘on the radar’ for people in Belfast City Council.

Ad awareness by Key Demographics
% of those who were aware of advertising
Overall
75
Male
72
Gender
Female
77
Age
16-35
77
35-54
80
55+
67
Work
Working
80
Status
Not Working
69
Marital
Married
77
status
Not married
72
Reported
Any
74
littering
None
75
Smoker
Smoker
72
Non-Smoker
76
No in
'1-2
68
Household
3+
81
Children
None
71
under 12
Any
83
Children
None
71
12-18
Any
87
Base: All (512)
24

22

Awareness of advertising is highest among those with children, from larger households,
workers and those aged under 55.

9.2   Aspects Recalled – General

A variety of campaigns and slogans related to litter advertising are recalled.

Top 10 Aspects recalled from advertising
- General
%
Stage 5 [Feb 08] (Base: 382)
Stage 4 [Feb 07] (Base: 395)
19
Don't drop it, stop it
20
12
Discarded cigarette butt
15
16
Discarded apple
14
11
So why do you do it here
14
23
Little girl
12
15
£50 fine
9
9
Keep Belfast Tidy
8
5
Dog fouling
7
4
Throw litter in bins
6
9
Fines
5
Base: All who recall advertising on litter:- Stage 5 (382); Stage 4 (395)
21

Recall of last year’s Belfast City Council advertising campaign is the highest, with “don’t drop
it, stop it” mentioned by one in five, the discarded cigarette butt recalled by 15%, the
discarded apple was remembered by 14% and “so why do you do it here” mentioned by
14%. Those with children and those aged between 16-35 had significantly higher recall of
“don’t drop it, stop it”, whereas “so why do you do it here” was mentioned more by 36-55
year olds (19%).

The two aspects of advertising that showed the most considerable decline in recall is the
“little girl” advertising (from 23% to 12%) and the £50 fine (from 15% to 9%). Considering
that it has been several years since the “Little Girl” advertising has been used, it is
unsurprising that recall has reduced, but it is still the fifth most commonly recalled feature
of advertising. This suggests that the “little girl” continues to be a powerful and memorable
advertising icon.

Recall of the new “excuses, excuses” advertising campaign is understandably low given the
fieldwork dates. Nonetheless, 1% mentioned “excuses, excuses”, 2% recalled “it’s only a
wee butt” and 1% mentioned “there was no bin nearby”.

23

10.   Advertising Awareness – BCC Anti-litter Campaign

10.1   Advertising Recall

Awareness of BCC Anti-litter Campaign -
unprompted
%
Awareness of BCC
Where seen/heard?
Anti-litter campaign
Television
88
Posters on Billboards
16
Don't know,
11%
Yes, 55%
On the side of buses
10
Posters on Bus Shelters
9
On bins
4
Radio
4
No, 34%
Newspaper
3
Leaflet
1
Other
2
Base: All (512)
Base: All who were familiar with the BCC anti-litter campaign (284)22

Over half (55%) reported that they have heard or seen advertising for the Belfast City
Council anti-litter campaign.  Those who reported spontaneously having seen the BCC anti-
litter campaign are most likely to report that they had seen it on television (88%); a further
16% had seen it on billboards and one in ten on the side of buses. From each of these
locations, “don’t drop it, stop it” was the most frequently recalled aspect (22%, 15% and
18% respectively). Other main aspects recalled from the TV ad included “why do you do it
here”, stubbing out a cigarette/dropping litter at home and the apple (all 12%).  The £50
fine is the key message from the billboards (15%), while keeping Belfast tidy is readily
remembered from the advertising on the side of buses (11%).

Awareness of BCC Anti-litter Campaign -
prompted
%
Awareness of BCC
Where seen/heard?
Anti-litter campaign
Television
83
Don't know,
On bins
14
5%
Yes, 76%
Billboards
9
No, 19%
Posters on Bus
4
Shelters
On the side of
3
buses
Magazine
2
Other
2
Don't know
3
Base: All (512)
Base: All who were familiar with the BCC anti-litter campaign (390)23

24

More than three in four could recall seeing the “so why do you do it here” and “don’t drop
it, stop it” advertising when prompted with stills from the television ads (see appendix 2).
Of those that recognised the campaign from the TV stills, five in six have seen it on
television, 14% have seen it on bins and 9% on billboards.

10.2   Awareness of slogans

Respondents were asked separately if they had heard of each of the key slogans from the
current and previous Belfast City Council advertising campaigns.

Awareness of advertising slogans
%
Aware unprompted
Aware when prompted
Unaware/don't know
"Don't drop it,
13
61
27
stop it"
"So why do you
7
51
43
do it here?"
"Excuses, 1
27
72
excuses"
Base: All (512)
27

Considering that it was the top aspect recalled from the litter advertising generally, it is no
surprise that “don’t drop it, stop it” was recognised by almost three in four, however this
has slipped from the 81% last year. “So why do you do it here” has a similar level of recall
compared with the last wave and currently stands at 58%.

Spontaneous recall of “excuses excuses” is low as expected (1%).  However, it is promising
for the success of the campaign that over one in  four  were  aware  of  “excuses  excuses”
when prompted.

Even though it wasn’t recalled as readily as other aspects of the advertising, there was high
awareness of the fine for litter. When asked, nine in ten were aware that there was a fine
for dropping litter, while six in ten knew that the fine was £50.

25

10.3   Perceived messages

Top 5 key messages from BCC ads
%
Prompted (Base: 138)
Unprompted (Base: 252)
Overall (Base: 390)
52
Stop dropping litter / don't litter
54
49
30
Socially unacceptable / awareness /
29
responsibility
32
11
Warning people they could be fined
11
12
7
Clean up Belfast
8
5
2
Litter is dirty / disgusting
2
2
29

Over half understand that the main message from the television adverts was to stop
dropping litter.  Three in ten feel that the advertising was trying to make littering socially
unacceptable, to encourage people to think about what they are doing, show that everyone
has a responsibility for littering and to increase awareness. Those under 55 years old
(35%), those with a paid job (36%) and those who had admitted to littering in the past six
months (37%) are most likely to consider the advertising as promoting that littering is
socially unacceptable.  One in ten viewed the ad as a warning that they could be fined.

10.4   Effectiveness of Ad

Effectiveness of BCC Adverts
%
Q. In your opinion, how effective is the Belfast City Council ad campaign at highlighting
and bringing attention to littering behaviour?
16
Overall (Base: 390)
Very effective
17
Unprompted (Base: 252)
16
Prompted (Base: 138)
37
Quite effective
43
26
12
Neither
1213
22
Not very effective
20
26
6
Not at all effective
6 7
6
DK/NS
4
12
29

26

Half (53%) think that the ads are effective in highlighting and drawing attention to littering
behaviour, however this is a decrease from wave 4 (61%). Those aged between 16 and 34
(60%) and those who recalled the advertising unprompted are significantly more likely to
consider that the advertising was effective than on average.

27

APPENDIX 1

Belfast City Council – Assessment of People’s Stated Littering Behaviour –
Final Questionnaire – February 2008 - STAGE 5

Good morning/afternoon/evening. My name is….. and we are conducting a short survey on
behalf of Belfast City Council. I would like to ask you a few questions which will take no
more than 10 minutes.

Q1
We need to talk to people who live in the Belfast
Yes
1
Continue
No
City Council area so may I first of all
2
Thank
&
Close

just establish that you live at this address or

another address in the Belfast City Council area?

Show Card ‘2’
Q2
There are a number
Throwing anything away in a public place
1

of different
Throwing a piece of paper on the ground
2

definitions as to what
Emptying an ashtray from the car onto the road
3

people class as
Throwing a cigarette butt onto the ground
4

littering.  Looking at
Throwing a cigarette butt out of a car window
5

this list please tell
Dumping a large item in a public place (e.g., a sofa)
6

me which of these
Leaving an item behind in a public place
7

you would consider
Dropping a bus/train ticket
8

to be littering.
Discarding a piece of fruit or other food
9

Allowing a dog to foul without clearing it up
10

MULTICODE
Spitting out chewing gum in a public place
11

Dropping fast food packaging
12

SHOWCARD ‘3’
Q3
There are lots of different reasons as to why people litter and situations where
people feel that they have no alternative but to litter. Taking your answer from this
card for each item I read out please tell me the extent to which you have engaged in
any of these activities in the last 6 months. ROTATE & TICK START. READ OUT
EACH ACTIVITY IN TURN. SINGLE CODE PER ROW.

Not
at
all
Occasionally
Regularly
  Throwing anything away in a public place
1
2
3
  Throwing a piece of paper on the ground
1
2
3
  Emptying an ashtray from the car onto the road
1
2
3
  Throwing a cigarette butt onto the ground
1
2
3
  Throwing a cigarette butt out of a car window
1
2
3
  Dumping a large item in a public place
1
2
3
  Leaving an item behind in a public place
1
2
3
  Dropping a bus/train ticket
1
2
3
  Discarding a piece of fruit or other food
1
2
3
  Allowing a dog to foul without clearing it up
1
2
3
  Spitting out chewing gum in a public place
1
2
3
  Dropping fast food packaging
1
2
3

Q4a  Do you own a dog?
Yes
1
Continue

No
2
Go to Q5

28

SHOWCARD ‘3’ AGAIN
Q4b Not
Again taking your answer from this card
at
all
1
Occasionally
how often would you allow your dog to
2
Regularly
foul in a public place and not clear it up?
3

READ OUT. SINGLE CODE

Q5 Yes
Do you smoke?
1

No
2

Q6
What reasons could
There’s nobody there to stop me
1

you give for littering?
Everybody does it
2

It will break down anyway/it’s biodegradable
3

DO NOT PROMPT
It’s not really littering
4

Lack of bins or facilities
5

There will be no consequences
6

PROBE TO PRECODES
Keeps someone in a job
7

Cigarettes cause fires if they’re thrown in bins
8

MULTICODE
Having too much to drink
9

Do it by accident
10
Peer
Pressure
11
Laziness
12

I just don’t care
13

Never really thought about it
14

Habit/Don’t think about what doing
15
Carelessness
16

Ignorance/Not taught not to
17

I have never littered
18

Other (please specify)____________________
19
_____________________________________

Don’t Know
00

SHOWCARD 7
Q7
Please tell me the extent to which you agree or disagree with the following
statements.
READ OUT EACH STATEMENT IN TURN.
SINGLE CODE ACROSS EACH ROW

Agree
Agree
Neither Disagree Disagree
strongly slightly
slightly
strongly
“It is up to each individual to take
1 2 3  4  5
responsibility for litter”
“It is not unreasonable for people to
1 2 3  4  5
throw litter if bins are not available”
“There should be stronger penalties for
1 2 3  4  5
throwing litter”
“If you wouldn’t litter in your own home,
1 2 3  4  5
why would you litter in the street?”

Q8a  Do you recall seeing or hearing any
Yes
1
Continue

advertising on litter?
No
2
Go to Q9a

29

Q8b What specifically do you recall about the advertising? MULTICODE DO NOT PROMPT
“What else?”
Keep Britain Tidy
1
Recycling aspect - cans
18
Keep Belfast Tidy
2
Recycling aspect - packages
19
Throw litter in bins
3
Belfast City Council ad
20
Basket symbol
4
Little girl
21
Cans, paper on streets
5
“Don’t drop it Stop It”
22
“Wake up to Waste”
6
“So why do you do it here”
23
“Reduce, re-use, recycle”
7
Discarded cigarette butt
24
Litter overspills
8
Discarded coffee cup
25
Litter mountains
9
Discarded apple
26
Littering
10 “Excuses,
excuses”
27
Dog Fouling (Fine/Not allowed)
11
“It’s only a wee butt”
28
Fines
12
“Sure it’s not litter is it?”
29
£50 fine for dropping litter
13
“There was no bin nearby”
30
Hole in Wall Gang
14
“Everybody else does it”
31
Give My Head Peace Cast
15
Other (please specify) :
32
Recycling aspect - Christmas tree cards
16
___________________________
Recycling aspect - bottles
17
Don’t know/Can’t remember
00

Q.9a
Have you seen or heard
Yes
1
CONTINUE
No
any advertising for the
2
GO TO Q10a

Belfast City Council Anti
Don’t know/Not sure
0
Litter campaign?
(SINGLE CODE)

Q9b Television
Where did you see or
1

hear this advertising?
Radio 2

Posters on billboards
3

DO NOT PROMPT
Posters on bus shelters
4

MULTICODE
On the side of buses
5
Telephone
boxes
6
DO NOT PROMPT

Other (please specify)
7
MULTICODE
____________________________________
“Where else?”

30

Q9c What specifically do you recall about the Belfast City Council Anti Litter
advertising?
PROBE
RECORD VERBATIM FOR EACH PLACE SEEN/HEARD AT Q9b
1 TV

2 Radio

3
Poster on billboards

4
Poster on bus shelters

5
On the side of buses

6 Telephone
boxes

7 Other
(specify)

INTERVIEWER CODE IF MENTIONED ABOVE

YES
NO
Mention “Don’t drop it, stop it”
1
2
Mention “So why do you do it here?”
1
2
Mention “Excuses, excuses”
1
2
Mention “£50 fine for dropping litter”
1
2

ASK THOSE WHO DO NOT KNOW CAMPAIGN (CODES 2 & 0 AT Q9a) AND THOSE WHO
HAVE NOT ALREADY MENTIONED ‘DON’T DROP IT, STOP IT’ AT Q.9c
Q.10a Yes
Have you ever heard the term
1
No
“Don’t drop it, stop it”
2

Don’t know/Not sure
0
(SINGLE CODE)

31

ASK THOSE WHO DO NOT KNOW CAMPAIGN (CODES 2 & 0 AT Q9a) AND THOSE
WHO HAVE NOT ALREADY MENTIONED ‘SO WHY DO YOU DO IT HERE?’ AT Q.9c
Q.10b Yes
Have you ever heard the term “So why
1

do you do it here?”
No 2

Don’t know/Not sure
0
(SINGLE CODE)

ASK THOSE WHO DO NOT KNOW CAMPAIGN (CODES 2 & 0 AT Q9a) AND THOSE
WHO HAVE NOT ALREADY MENTIONED ‘EXCUSES, EXCUSES’ AT Q.9c
Q.10c Yes
Have you ever heard the term
1

“Excuses, excuses”
No 2

Don’t know/Not sure
0
(SINGLE CODE)

ASK THOSE WHO DO NOT KNOW CAMPAIGN (CODES 2 & 0 AT Q9a) AND THOSE
WHO HAVE NOT ALREADY MENTIONED ‘£50 FINE FOR DROPPING LITTER’ AT
Q.9c
Q.10d Yes
Is there a fine for dropping litter?
1

No 2

(SINGLE CODE)
Don’t know/Not sure
0

ASK IF YES (CODE 1) AT Q.10c
Q.10e £50
How much is the fine for dropping
1

litter?
Other (please specify):
2

______________________

(SINGLE CODE)
Don’t know/Not sure
0

SHOWCARD ‘11’ WITH ADS
ASK ALL
Q.11a
Have you seen this
Yes
1
CONTINUE
advertising campaign?

(SINGLE CODE)
No
2
Go to

(see appendix 2)
Don’t know/Not sure
0
Classification

Q11b Television
Where did you see this advertising
1

campaign?
Posters on billboards
2

Posters on bus shelters
3

DO NOT PROMPT
On the side of buses
4
Telephone
boxes
5
MULTICODE

Other (please specify)
6

__________________________
“Where else?”

Q.12    What do you think the advertising was trying to say? PROBE ANYTHING ELSE?

Q.13 Very
In your opinion, how effective is the
effective
1
Quite
Belfast City Council ad campaign at
effective
2

highlighting and bringing attention to
Neither 3

littering behaviour?
Not very effective
4

SINGLE CODE
Not at all effective
5

Don’t know/not sure
0

32

ASK ALL
Classification

Q.14  What was your age last birthday?
STATE EXACT

AND CODE:
16 – 24
1
45 – 54
4
25 – 34
2
55 – 64
5
35 – 44
3
65 +
6

Q15 Gender
Male  1

Female
2

SHOWCARD ‘16’
Q16  Which of these best describes you?

IN PAID JOB

Working full time 30hrs+/week
1

SINGLE CODE
Working 8-29hrs/week
2

Working less than 8hrs/week
3

NO PAID JOB

Unemployed
4

Housewife
5

Student
6

Other
(please specify)
7
__________________________

SHOWCARD ‘17’
Q17  Which of these describes you?
Single
1

SINGLE CODE
Married/Living as married
2

Widowed
3

Divorced/Separated
4

Q18 One
How many people are there in your
1

household including yourself?
Two 2

Three 3

Four 4

SINGLE CODE Five
5

Six
6

Seven
7

Eight
8

Nine+
9

Q19a None
How many children under 12 are there
1

living in your household?
One 2

Two 3

Three 4

SINGLE CODE Four+
5

Q19b None
How many children between 12 and 18
1

are there living in your household?
One 2

Two 3

33

Three
4

SINGLE CODE Four+
5

QG
Do you have a long-standing illness,
Yes 1
disability or infirmity which limits your

activities in any way? By long-standing I
No 2
mean anything that has troubled you
over a period of time or that is likely to
affect you over a period of time.

SHOWCARD ‘20’
Q20  What is your religious
(Q) Protestant
1
denomination?
(L) Catholic
2
Please tell me the letter beside  (T) Other religion (please specify)
3
your religious grouping on the  _____________________________
card if you prefer.
(N) None
4
SINGLE CODE
Refused
5

SHOWCARD ‘21’
1
Q21 Chinese
Which of these best
Bangladeshi
describes your

2
Pakistani
ethnic or racial
3
Indian
group?
4
Black-African

5
Black-other
SINGLE CODE
6
White-European
7
Irish
Traveller
8
Mixed
ethnic
9
White-Other
10
Other
(specify) ____________________
11

Refused
12

SHOWCARD ‘22’
Q22  Which of these groups would
(Q) Heterosexual
1
you put yourself into?
(L) Gay/lesbian
2
Please tell me the letter beside
(A) Bi-sexual
3
your grouping on the card if you
(B) Trans-gender
4
prefer.
(T) Other
5
SINGLE CODE
(N) None
6
Refused
7

INTERVIEWER SIGN:

INTERVIEWER NO:

Date of Interview:

Length of interview:
minutes

Interviewer
Supervisor
Supervisor
Back-checked
Checked
Checked
Accompanied

Tel
1

Visit
2

Post
3

Date:
Initials:

34

APPENDIX 2 – STILLS FROM TV AD SHOWN FOR QUESTION 11A

1