Keep Wales Tidy knows that a "Clean & Tidy Wales" can be primarily achieved by changing people’s attitudes, so that they are less likely to engage in activities that have a negative impact on their local environments. Keep Wales Tidy take an holistic view towards the local environment and seek to tackle issues such as littering, fly-tipping, dog fouling, graffiti, fly-posting and vandalism.

The Brief

Keep Wales Tidy asked us to manage their online community while also supporting their offline campaigns and activity, such as litter picks and graffiti removal.

What We Did

We created a New Years Resolution Facebook app for Keep Wales Tidy. This app encouraged people to pledge to help keep Wales tidy in 2011. The app had a message that read:

“More than £70 million a year is spent on cleaning Welsh streets. A cleaner Wales means changing people’s attitudes. Our 'I will for Wales' campaign will help Welsh towns and cities rid their streets of graffiti, chewing gum, discarded plastic bags, dog mess and cigarette butts by getting people to think about the consequences of their behaviour and sign up online to make the small changes that can make a lasting difference to the way our local communities look and feel.”

If you took the pledge, you posted to your wall that you had signed up to help. This would notify friends and ask them to join also.


  • Increased pledges by 300%

  • Increased awareness of campaign