Using Behavior-Change Strategies to Reduce Littering in LambethPublic
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Lambeth, a central London borough, has transportation hubs and attractions that draw a lot of foot traffic, and thus a lot of litter. Currently Lambeth Council issues Fixed Penalty Notices (FPNs) to people caught littering, but these FPNs have not reduced littering to the Council’s satisfaction. The team used research into the psychology of behavior-change, analysis of proven campaigns, and observations in the Borough to design pilot advertisement campaign posters focused on reducing cigarette litter. These posters were affixed to litter bins at transportation hubs in the Borough, and results showed that our campaign was successful. The team then developed five recommendations offering other avenues for the Council to address littering.
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