Chewing Gum Experiment

This was an eye catching social experiment designed to demonstrate the difference in the way people treat the streets to the way they treat their homes when it comes to dropping chewing gum.

“You wouldn’t drop chewing gum on your floor at home, so why drop it outside?”

Working with the Chewing Gum Action Group (CGCA) we turned a busy Hackney street into a modern and stylish living room area for the day. This was complete with beautiful furniture and décor.

Through actors and signage, members of the public were encouraged to drop chewing gum onto the set. The surprise and shock of this was caught on camera. This encouraged open discussion and comment on the problem of littering in Britain and what could be done to combat it.