Nudging drivers not to litter on the roads 

Highways England has estimated that it costs around £6m a year to collect litter from motorways, with more than 150,000 sacks of refuse collected annually. This averages out at 83 bags of litter being collected from each mile of motorway every year. 

Hubbub’s Drive Down Litter campaign was an eight-month experiment testing new ways to tackle littering in two Kent service stations, using proven behaviour change and awareness raising techniques. These included roadside bins for car and lorry users and return and reward machines where motorists can swap their recycling for rewards. Follow the campaign at#DriveDownLitter. 

The difference made 

Drive Down Litter launched in June 2018 and has been hugely successful in attracting people’s attention, stimulating debate, and generating media coverage around the issue of litter. The campaign successfully recycled over 8,000 plastic bottles and coffee cups combined at Maidstone services in Kent. Litter on the adjacent on-slip roads decreased by 60% and the campaign had a big impact on both staff behaviour and attitudes.

The campaign had a reach of 41 million people and gained over 40 pieces of media coverage including The Times, The Daily Telegraph and The Independent. The campaign launch also featured on ITV 1 Meridian South East, BBC South East, BBC Radio Kent and many others.


What's next?

Roadchef extended the campaign to their Sandbach and Strensham service stations and we’ve made available all of our collateral and materials to enable this to happen.

How can you get involved?

If you have any questions about running your own Drive Down Litter campaign or would like any of the campaign materials, get in touch.

With thanks to support from the Kent Resource Partnership, Highways England, Roadchef, Shell and Costa.