• Case Studies - Environment - FtAW

Fly Tipping Action Wales

Our Mission

Fly-tipping Action Wales (FtAW) is a public-private sector partnership, funded by the Welsh Government and involving more than 50 partner organisations, all working together to eradicate fly-tipping in Wales.

Our annual PR campaign objectives are:

Raise awareness of the importance and relevance of a cleaner community, inform the target audiences of how to dispose of waste safely, responsibly and legally
Position Fly-tipping Action Wales as the expert voice in the battle against illegal dumping of waste in Wales
Raise the sense of pride amongst Welsh communities about living in a clean, healthy environment

Our Approach

Having sourced and secured our case studies, we packaged up a series of feature-led pieces under the campaign theme of ‘Grot on the Landscape’ for pitching to our target national broadcast media. These packages included:

Headline grabbing statistics around fly-tipping incidence and impact eg. 36,000 incidents a year; 100 incidents every day which equates to an average of four every hour at an annual cost to the tax payer of over £2bn
Examples of waste dumping from right across the danger scale – from household & garden waste and construction & demolition waste through to asbestos
Filming opportunities with case studies including:

Out on location with the hill farmer, inspecting new cases of fly-tipped waste across his land and the impact on his livestock and the countryside
On patrol with the joint partnership between Blaenau Gwent Council and Gwent Police conducting waste carrier licence spot checks on commercial vehicles with heavy loads
On location with LAs setting up covert surveillance cameras in known local fly-tipping hot spots

The Result

Seven pieces of quality national broadcast coverage
Over 3 hours of national Wales and UK TV and local radio coverage (including BBC Countryfile and BBC Rogue Traders)
Reaching almost 12 million people Wales and UK-wide in five months
20% increase in traffic to the Fly-tipping Action Wales website across the five month campaign

2017-05-07T21:41:02+00:00 September 19th, 2014|Case Studies, Case Study Environment|