Ealing Broadway Business Improvement District (BID) has been running a campaign, with the aim of reducing littered gum in the local area. Encouraging everyone to ‘Bin it your way’, the BID has partnered with the Chewing Gum Action Group (CGAG), an organisation chaired by Defra (Department for Environment, Food and Rural Affairs) and funded by the chewing gum industry, to tackle gum litter in the UK.

The campaign has been running since 22 September 2014 and sees companies working with the BID and London Borough of Ealing to develop local initiatives to reduce chewing gum litter. This year’s advertising campaign has encouraged gum chewers to responsibly dispose of gum litter in or face a fine of up to £80.

Ealing Broadway BID has funded cleansing of the pavement outside participating businesses to measure the impact of the campaign. Posters and adverts have been displayed throughout Ealing and a digi-van has been patrolling the area to promote the scheme.

All participating businesses stocked gum wrap papers and the London Borough of Ealing’s Envirocrime team have been patrolling Ealing Broadway and educating the public about the campaign and the sort of fines that can be handed out for littering. Since the campaign started the amount of gum being dropped on Ealing’s streets has been reduced on average by 52%, with some areas seeing reductions as high as 75%.

Ann Hunter, Chief Executive Ealing Broadway BID said: “ Everyone involved in this campaign has taken a proactive stance dealing with the issue of chewing gum littering and the results have been noticeable. We hope people continue to bin their litter correctly, ensuring Ealing Broadway is a clean and attractive place to shop, visit and work. Thanks to Ealing Council and our BID businesses for partnering with us on this initiative.”

Earl McKenzie Assistant Director, Street Services, London Borough of Ealing said: “We are delighted to have participated in the Chewing Gum Action Group Campaign. Ealing Broadway BID have a real desire to improve the area and play their part in helping to create a cleaner more attractive Ealing and we are happy to assist this campaign by providing whatever resources we have available.”

Ealing Broadway BID will soon launch a town centre wide chewing gum cleaning regime and will continue to offer free gum wrappers to businesses, with the aim of improving Ealing’s environment long term.

Businesses participating in the Campaign this year have been The Lodge Tavern, Club Barracuda, Café Zee, Toy Galaxy, Angela Malik Asian Delicatessen, Nando’s, Bill’s, and Maggie’s Diner.