Universiti Teknologi MARA ADVERTISING CAMPAIGN OF GUM LITTERING PROBLEM AMONG MALAYSIANS IN URBAN CITIES

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1 Universiti Teknologi MARA ADVERTISING CAMPAIGN OF GUM LITTERING PROBLEM AMONG MALAYSIANS IN URBAN CITIES NURANIS BINTI MOHD NOR JAMALUL LAIL BACHELOR OF ART AND DESIGN (Hons.) (GRAPHIC DESIGN) FACULTY OF ART AND DESIGN JANUARY 2013

2 TABLE OF CONTENTS CONTENTS PAGE AUTHOR S DECLARATION ACKNOWLEDGEMENT LIST OF FIGURES i ii iii INTRODUCTION 1 CHAPTER 1: BACKGROUND RESEARCH 1.1 Statement of problem Limitation of Study Significance of Study Related Research and Literature Review 8 CHAPTER 2: OBJECTIVES AND RESEARCH METHODOLOGY 2.1 Objectives Research Methodology 14 CHAPTER 3: ANALYSIS AND FINDINGS 3.1 Data / Results 18 CHAPTER 4: CONCLUSION AND RECOMMENDATION 4.1 Recommendation Conclusion 27 APPENDIX 28 REFERENCES 30

3 INTRODUCTION Chewing gum, children chew it to look cool and practice blowing bubbles. Some people chew it for medical purpose, for instance as a substitute from their urge to smoke. And some to freshen up their breath and whiten their teeth after having their meal. There are many reasons why people chew gum, this plastic mish-mash of toxic ingredients is actually bad for the environment and for us! Chewing gum litter has been increasing over the years. This matter cannot be taken lightly anymore; Ancient gums broke down with time because they are made from biodegradable material. But modern gums are non-biodegradable because it is made out of plastic and mish-mash of toxic ingredients. This research is focusing on Malaysia gum littering problem especially in Kuala Lumpur city where it is the core of Malaysia. Although littering has become one of Malaysian habit, but gum littering is one of the issues to be overstated. Gum drop can leave its mark for a very long time and effecting the Malaysian environment beauty unsightly to the public especially tourists. The custodians hired by the government only picks up trashes and they over looked the small piece of gum that stuck on floor. Eventually Malaysian public places are full with filthy gum drop everywhere. The purpose of this study is to develop a solution on Gum littering problem and implant awareness in Malaysian people. In order to develop a solution, various research methods are used in this study. 1

4 In the book of Chewing Gum: The Fortune of Taste published in 2004 and wrote by Michael Redclift tell us the story about the gum mass culture archetype. In the book have said people have chewed gum science at least 5,000 years ago during the Neolithic period. Back than many culture have chewed gum-like substance made from plants, grasses and resins. In ancient Greece, the Greeks chew on a substance that mainly consisted of resin from the mastic tree. In the United States, Native Americas preferred to chew on a substance that had spruce tree resin as its base. And from those theory about ancient gum, John B. Curtist (the founder of chewing gum commercial use) come up with the idea of chewing gum that made out of spruce gum and be called "State of Maine Pure Spruce Gum." And that were the starting point where the chewing gum innovation begins. But sadly after freshen up breath, some people still intend to spit their gum on the streets or spat on any surface because people don t think that gum as litter and fail to realize it is difficult and expensive to clear gum up. Juliana Mansvelt the author of Green Consumerism: an A-to-Z guide published in 2012 stated that most of massproduced chewing gum use artificial, petrol-based polymers and are difficult to dispose of. As they bind easily with any surface they touch and stick to it for a very long time. She said in the United Kingdom, conventional gum accounts for 75% of discarded litter and coasts an estimated 150 million pounds a year to remove it from public places. In the Act of Great British Parliament report of Environment crime: fly-tipping, fly posting, litter, graffiti and noise in 2004, examined that blobs of chewing were stuck on 66% of streets pavements. In shopping area, gum blob figure 2

5 jumped to 80%. Other hotspots for gum included outside taxi ranks, trains and bus stations. This study was conducted to create a gum littering awareness campaign for Malaysians. Method of research used in this study is questionnaire, self-observations and secondary research such as from books and online articles. Based from research, the main issue is Malaysians does not see this is as a problem. The proposed solution for this issue is to create an event to aware the public and open their eyes to see the gum littering problem that their over looked before this. The campaign design issue involve in this study is to show the public that how a gum can leave big impact to our environment and we can t take this matter lightly. This study also covers a few case studies on the effect of gum to environment cleanliness. 3

Sticky Business - Chewing Gum

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