Formerly known as Pride in our Communities, Fly-tipping Action Wales is a partnership involving more than forty agencies who work together to combat the anti-social problem of fly-tipping in Wales. The partnership includes organisations such as all local authorities in Wales, police, fire service, Forestry Commission and Keep Wales Tidy.

The partnership is sponsored by the Welsh Assembly Government and is coordinated by Environment Agency Wales.

The task was to launch and raise the profile of the partnership within the media, communities and key stakeholder groups across Wales.

This was to be achieved by highlighting the partnership’s work, in particular successful prosecutions, promote initiatives to reduce the number of fly-tipping incidents in Wales and to make people aware of their responsibility when it comes to the disposal of domestic waste.

Although the partnership had been in existence for more than three years, it had no clear branding or profile. Equinox recommended changing the name of the partnership to Fly-tipping Action Wales and adopting new branding which was launched in early 2010. A new interactive website was also designed.

Equinox organised a media launch at a fly-tipping hot-spot in south Wales where the Welsh Assembly’s Environment Minister, Jane Davidson attended, as did all key broadcast media and daily newspapers.

To keep the momentum following the launch key fly-tipping related themes were adopted for mini PR campaigns, such as the effects of fly-tipping on tourism, wildlife and communities, securing features and articles across print and online media.

The media launch achieved coverage on all TV news bulletins in Wales on launch day, 18 radio interviews and 24 newspaper articles. The total opportunities to see (OTS) was estimated at 6.8m in total.

The on-going PR campaign has continued to achieve extensive media coverage onrelated subject matters, such as digital dumpers and the disposal green waste.