Gum Forest sprouts in London to make litterers reconsider spitting out their gum

The Chewing Gum Action Group last week launched its new national campaign with a 'gum forest' outside London's Willesden Green tube station. After research suggested that people’s likelihood of dropping gum is influenced by perception of how natural a space is, CGAG set up the example of rural woodland in a contrasting urban space to prompt people to change their attitude to dropping gum – no matter where they are. After a day outside the station, the forest was divided up between a number of community gardens in the local area.
The London Borough of Brent is one of 44 local authorities and partners from across the UK taking part in this year’s CGAG campaign, displaying campaign materials on poster sites, monitoring gum litter and running Gum Forest creative activations.