The aim of the campaign is to reduce littered gum by raising awareness that dropping gum on the ground is littering and that it is subject to a €150 fine. The GLT encourages the public to dispose of their used gum responsibly. In previous years, the campaign has been a huge success with a baseline reduction of gum litter of 33% from 2012 to 2013. The number of people who recognise that dropping chewing gum is litter is now at an all-time high at 93%. In 2013, over half of those surveyed had seen or heard the campaign, and TV advertising alone led to 25% of people disposing of gum responsibly.