Marie Cafferkey, Athenry Tidy Towns, the Cathaoirleach of the County of Galway, Cllr. Martina Kinane and Jim Reidy, Athenry Tidy Towns became Anti-Litter Ambassadors at the ‘Bin your gum when you’re done!’ campaign launched in Athenry. Credit Ray Ryan
A 70% reduction in gum litter has been recorded nationwide since 2007 with proper disposal encouraged in Athenry last week.
On Friday, the Gum Litter Taskforce (GLT) took to the streets of Athenry to promote positive gum litter disposal.
As part of its Summer Roadshow campaign, the GLT collaborated with Galway County Council to promote the importance of proper litter disposal through fun education and awareness initiatives that highlight the negative environmental impacts of gum litter and draw awareness to the €150 gum litter fine. A collaboration between industry, government and local authorities, and funded by Mars Wrigley, this year marks the launch of the campaign’s sixth cycle.
GLT has seen gum litter reduce by almost 70% since 2007, via a sustained public engagement and education campaign.
According to the latest National Litter Pollution Monitoring System data, gum now accounts for just 8.6% of all litter, continuing a downward trend in gum as a component of litter from 26.4% in 2006, and 9.1% in 2021, the end of the previous three-year cycle.
However, according to the latest research, one in twelve admit that they still drop their gum on the ground – with men more than twice as likely to do so than women. This highlights the continued importance of the campaign.
Supporting the Roadshow in Co. Galway, Cathaoirleach of Galway County Council, Cllr. Martina Kinane (FF) said, “The Gum Litter Taskforce Roadshow is an important reminder to the whole community that we must continue to reduce our litter and protect our local environment”.
Welcoming the Roadshow to Galway, Chief Executive of Galway County Council, Liam Conneally commented, “It’s a great initiative that generates awareness of the negative impacts of gum litter in a fun and engaging way. As a Council, we are committed to working with campaigns such as GLT, that promote responsible litter disposal behaviours, and result in cleaner communities”
According to Acting Director of Services for Rural & Community Development, Integration and Environment, Kieran Coyne, “The reduction of gum litter in recent years is a testament to the continued success of the campaign, and we look forward to seeing the progressive positive change the campaign brings in 2025”.
Launching the campaign in Mayo last month, Minister of State with responsibility for Circular Economy, Alan Dillon (FG) praised the continued success of the initiative. “Since 2007, we have seen clear, measurable change on our streets thanks to the work of the Gum Litter Taskforce. The consistent fall in gum litter shows that education and collaboration are driving real results. This is exactly the kind of behavioural change we need to build a cleaner, greener Ireland”.
Avril Donlon, Gum Litter Campaign Manager at Food Drink Ireland, added, “We are delighted to be kicking off another summer of interactive roadshows. Each year, we continue to see the positive impact this campaign is having on communities across the country. It’s encouraging to know that our efforts are helping more people make the right choice when it comes to gum disposal”.
Anne Sheeran, Corporate Affairs Manager at Mars Wrigley, stated, “The Gum Litter Taskforce continues to prove what’s possible through strong partnerships and community-focused messaging. By connecting with younger audiences and reinforcing positive behaviour, we’re not just cleaning up streets – we’re helping to create a culture of personal responsibility. Mars Wrigley is proud to sponsor a campaign that plays such an important role in educating people about proper gum and litter disposal”.
This year’s Summer Roadshow will make 20 stops across 17 counties this Summer. The GLT campaign also includes a school roadshow (‘Bin It!’) which will travel to primary and secondary schools across the country from October, and will run an advertising campaign and website, where educational material at www.gumlittertaskforce.ie.
