The brief was to find and solve a problem that affects some sector of the general public in Leeds in a group. Our problem was to be derived from photos each of us had taken. We each chose word to describe our photos and subjects came from this, eventually we ended up with the problem of eye sores in Leeds. However, this problem was to develop and become more specific after some initial research...
We went out and took photos in Leeds focusing on leeds city centre and a small area around it. We looked at graffiti, damaged buildings, litter, and anything that stood out against the general surroundings. Looking at the individual photos helped analyse and realise what the main eye sore is in Leeds. LITTER. Despite there being a lot of other eye sores evident litter was the one which stood out most against the background because it was on the floor and noticeably got in the way when walking. Here are some of the photos we took of general eye sores within Leeds:
From this research we narrowed our problem to litter in Leeds city centre. Then we went out to get come more detailed primary research. We wanted to find out if the problem was the litter bins or the litterers, so we went out trying to catch people in the act of littering, this proved very tricky. We could see plenty of litter but no-one littering. Our next idea was to see weather litter increased/decreased at different times of the day, so we went out at 3pm and then later on at midnight and there was considerably more litter at midnight. This was bottles of alcohol and fast food wrappers which had been left by people going out at night.
As well, we went out with two maps of Leeds city centre and on one map counted the bins and on the other counted the amount of litter. The maps were then placed together to see weather there were enough bins and weather the litter was where the bins are or if more bins are needed...the results were surprising, we found 97 bins covering 8 streets. At first we were all shocked that there were so many bins in this small area, which concluded that maybe people are unaware that the bins are there.
The results showed that in fact where the rubbish is there are bins as well, showing that people have the convenience of putting things in the bin but choose not to.
We looked on the internet for Leeds council information about bins. Recently there was a bin strike, but it has finished now so bin collection is resumed as normal. We found that bins are emptied in Leeds at different frequencies depending on how busy the area is. Some bins are emptied daily, whilst others are two to three times weekly. There is a £75 fine is you litter. These signs are placed on the bins themselves. Street cleaning is also done regularly and if a large spillage or litter concentrated in one area occurs street cleaners will come ad clear up the mess on demand. This lead us to the conclusion that bins are maintained well and there are already consequences of littering. This scheme used the scare factor, which as we could see, wasn't working very well. So, maybe another technique should be considered? The soft, friendly approach?
OK, so the problem was people littering in Leeds city centre. We then constructed a short survey to help solve some little issues and help us conclude our problem.
1. Do you think litter is a problem in Leeds city centre?
30 said YES, 1 said NO
2. Do you think there are enough bins in Leeds city centre?
The votes split 50/50 some people commented saying bins would overfill so they couldn't put rubbish in bins.
3. Have you ever gone to use a bin in Leeds city centre and it is overflowing?
29 said YES, 2 said NO
4. What do you think are the main reasons for littering?
TOP 3 ANSWERS: 1. Lazy 53% , 2. Bin strike 14% 3. Not enough bins 9%
5. Who do you think are the main offenders of littering?
People thought it was the age range 15-25.
6. What would make you want to use a bin more?
Interaction, litter police, guilt of littering, incentive, cleaner bins, convenience.
Conclusions: People think litter is a problem, bins aren't convenient enough, aim at under 25's.
Next our task was to solve the problem we had found:
Littering in Leeds city centre due to people being lazy.
We needed something new, exciting and eye catching. Something to draw people to bins, make them more aware they are there and make them want to put rubbish in them.
Our initial ideas were:
- Stickers covering bins: see-through effect to see haven inside bin, horrible images of rubbish inside, bright colours, stickers on floor of litter ' look what could happen if you litter'.
- Sign posts showing where bins are.
- Directions on floor.
- Bus stop interaction - footprints to bin, rubbish inside glass on bus stop.
- Incentive to use bin - Mcdonald's voucher come out bin when you put rubbish in, words being spoken to you when you put something in the bin.
Some of our ideas brought a few problems. Our ideas were putting something near bins, but this then could be considered an eye sore...
We decided to create a rounded identity for this campaign, and create an 'experience'. We decided to make: Bin sticker, footprints on the floor, bus stop poster, sign post with directions. The problem being awareness of bins, putting these directions all over would inform and interact with the public.
Some further ideas:
Bin cover - camouflage, bright, grass, blue sky, attractive and appealing, rubbish heaven, flying litter,
Directions on floor - follow me ( talking to people), scrunched up paper with writing on, origami flower ( utilise litter for beauty), wings for heaven.
Sign post - Bin 10m this way, send your litter to a better place, better place this way, 10 bins down headrow.
Tag line - The only cure for litter is you, STOP lITter, Give a litter love, Put litter in its place, Don't be a litter bug, A litter bit better, Your litter, your cit, Love your city, Send your litter to a better place.
We decided on the idea of sending your litter to heaven and giving litter a sense of emotion that it doesn't want to be on the floor and to send it to the better place, heaven. The style should be bright and heavenly, footprints with wings and sign posts with the logo. Her are some of our ideas.