Environmental protection charity Encams has admitted its Keep Britain Tidy anti-litter campaign has “lost its way” over the past ten years.
However, it says it is about to embark on a new marketing-focused era under new chief executive Phil Barton.
An Encams spokesman told Marketing Week that the charity was expanding its marketing team under a new market research manager and plans to make more of an impact in 2009.
It is preparing a new ad campaign targeting people who chuck litter out of cars for later this year.
It made the comments in response to criticism from the Campaign for the Protection of Rural England (CPRE), which this week released a report calling for a radical new approach to tackling litter.
The initiatives may not go far enough for the CPRE, which says Keep Britain Tidy has not flourished since its absorption into Encams, and needs more Government backing and funding to return to its highly visible Seventies hey day, when the likes of Abba, Marc Bolan and Morecambe and Wise appeared in its TV ads and posters.
However, Keep Britain Tidy says celebrities no longer donate their time for free, and TV is no longer the best way to reach young audiences.