Cow print insight
Drawing from the findings of the report of the Cowbins recycling project in New Cross Gate, Lewisham, studies found a 61% increase in the yield of rubbish collected when painting bins in a cow print pattern. The findings also reported zero cases of fly-tipping and graffiti, as well as a large increase in the number of unique visitors to their website feedthecows.org. The study shows how a bold piece of visual communication design is proven to work when in the right context/areas. In Rachel James' essay Promoting Sustainable Behaviour: A guide to successful communication she claims the first step in promoting sustainable behaviour is to attract attention. One method of doing this is to surprise people by challenging their pre-conceptions of a taken for granted object or situation. This is one of the reasons why the CowPrint bin is so effective, while also subconsciously triggering associations between rubbish and the natural environment.
The 2010 study on the impact of tourism in Brighton and Hove estimates the activity generated from tourism as worth £1 billion in total, statistics that clearly show Brighton's dependancy on tourism as an essential life-blood for its economy. The day traveler is a prominent factor in this equation with a total of over 7 million day trips per year, and a total expenditure of nearly £300 million (nearly as much as the UK overnight tourist expenditure). However when taking into account that 0% of this expenditure is spent on accommodation it is staggering to think that the difference is made up by a much higher expenditure on food, drink and shopping that compromises 76% of the day traveller's spendings. Thus it can be adjudged that the day traveller is a double-edged sword in that they are essential to Brighton's economic success, yet also one of the biggest issues in regards to the creation of waste. The weekend of 18-19 of August 2012 is well known for its production of 23 tonnes of rubbish collected from the Brighton beach. Figures such as this are indicative of a 'use-and-abuse' culture towards the beach, hence it is essential to disupt this attitude in favour for a more respectful one.