Keep Britain Tidy is a leading independent environmental charity that works to inspire, educate and enable everyone in this country to value the environment on their doorstep. This means more to them than just picking up litter.
Through national campaigns, programmes, research and innovations, Keep Britain Tidy aim to support and galvanise communities to reduce resource use, waste, litter and live more sustainably, as well as improve the quality of public spaces.
The charity do this through programmes – including Eco-Schools, the Green Flag Award for parks and green spaces and the Blue Flag/Seaside Awards for beaches – and annual campaigns, which include the Great British Spring Clean and Buy Nothing New Month.
Carbon Creative was commissioned by Keep Britain Tidy to develop a creative campaign for The Great British Spring Clean, a national initiative that brings together local communities, schools, and volunteers across Britain to take action against litter. This annual event mobilises thousands of people to participate in organised litter picks, fostering community spirit and collective responsibility for cleaner, greener public spaces.
To capture the spirit of this grassroots movement, we centred the campaign around the iconic ‘Tidyman’ character, recreating him as a 3d render and placing him in a range of familiar British environments — a coastal beach, a rural countryside, and a vibrant city scene. This eye-catching and impactful approach was designed to resonate with people from all walks of life and locations, reinforcing the message that everyone has a role to play in keeping their local environment tidy.
Our creative output included striking Out of Home (OOH) assets such as posters and outdoor signage, strategically placed in public spaces within these varied settings to maximise visibility and engagement. Alongside this, we developed a suite of tailored social media assets aimed at inspiring and empowering communities and schools to participate in the campaign online and offline.
By featuring the friendly, recognisable Tidyman in diverse British landscapes, the campaign highlighted the nationwide effort to unite communities. It encouraged schools to engage students in environmental care and motivated local groups to organise litter picks, strengthening community ties while improving the cleanliness of Britain’s streets, parks, and natural areas.
The campaign was a great success with just under half a million bags of litter collected nationwide.
