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Gum Litter Taskforce collaborated with Kildare Co Council
Photo by Tony Keane
Reporter:
Kildare Reporter
16 Jul 2025 8:00 PM
The Gum Litter Taskforce (GLT) took to the streets of Kildare today, to promote positive gum litter disposal.
As part of its Summer Roadshow campaign, the GLT collaborated with Kildare County Council to promote the importance of proper litter disposal through fun education and awareness initiatives that highlight the negative environmental impacts of gum litter and draw awareness to the €150 gum litter fine.
A collaboration between industry, government and local authorities, and funded by Mars Wrigley, this year marks the launch of the campaign’s sixth cycle.
GLT has seen gum litter reduce by almost 70% since 2007, via a sustained public engagement and education campaign. According to the latest National Litter Pollution Monitoring System data, gum now accounts for just 8.6% of all litter, continuing a downward trend in gum as a component of litter from 26.4% in 2006, and 9.1% in 2021, the end of the previous three-year cycle.
However, according to the latest research 1 in 12 admit that they still drop their gum on the ground – with men more than twice as likely to do so than women. This highlights the continued importance of the campaign.
Welcoming the campaign back to Kildare,Chief Executive of Kildare County Council, Sonya Kavanaghsaid:
“We are delighted to welcome the Gum Litter Taskforce to Newbridge. It’s a great initiative that generates awareness of the negative impacts of gum litter in a fun and engaging way. As a Council, we are committed to working with campaigns such as GLT, that promote responsible litter disposal behaviours, and result in cleaner communities.”
Launching the campaign in Mayo,Minister of State with responsibility for Circular Economy, Alan Dillonpraised the continued success of the initiative:
“I’m delighted to kick off another year of the Gum Litter Taskforce’s Summer Roadshow. Since 2007, we have seen clear, measurable change on our streets thanks to the work of the Gum Litter Taskforce. The consistent fall in gum litter shows that education and collaboration are driving real results. This is exactly the kind of behavioural change we need to build a cleaner, greener Ireland.”
Avril Donlon, Gum Litter Campaign Manager at Food Drink Ireland, added:
“We are delighted to be kicking off another summer of interactive roadshows. Each year, we continue to see the positive impact this campaign is having on communities across the country. It’s encouraging to know that our efforts are helping more people make the right choice when it comes to gum disposal.”
Anne Sheeran, Corporate Affairs Manager at Mars Wrigley, said:
“The Gum Litter Taskforce continues to prove what’s possible through strong partnerships and community-focused messaging. By connecting with younger audiences and reinforcing positive behaviour, we’re not just cleaning up streets – we’re helping to create a culture of personal responsibility. Mars Wrigley is proud to sponsor a campaign that plays such an important role in educating people about proper gum and litter disposal.”
This year’s Summer Roadshow will make 20 stops across 17 counties this Summer. The GLT campaign also includes a school roadshow (‘Bin It!’) which will travel to primary and secondary schools across the country from October, and run an advertising campaign and website, where educational material at www.gumlittertaskforce.ie.
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