Lewisham LBC

This award is open to a single council or where appropriate a partnership of councils, or a council-owned company. Private sector partners can enter on a council’s behalf, with the permission of the council itself. The communications function is more integral to what councils do than ever. There is increasing need to influence behaviour in relation to, for example, recycling, transport, looking out for older neighbours, or reinforcing public health messaging. And there is the importance of building trust in the difficult decisions councils have to take in these challenging times. Campaigns can make a significant contribution to achieving these objectives, and this award is designed to showcase councils’ expertise in this area.

Fly-tipping is a major issue in Lewisham, costing the council £1 million per year. The Cleaner Lewisham campaign helped deliver a 20% reduction in fly-tipping incidents by increasing awareness of the enforcement action the council was taking against people dumping rubbish and nudging people to change behaviours. The campaign incorporated owned digital and print channels, out-of-home advertising, local press and branded signage around the borough. By reducing the amount of fly-tipping in the borough, the campaign saved the council an estimated £200,000 in clearing fly-tipping, with £13 saved for every £1 spent.