The brief was to produce a campaign or product that will engage or challenge attitudes of people who dispose of chewing gum irresponsibly.

My alternative idea was to create a gum target campaign – by using 25-30 images and piecing them together to create one metre high gum targets. The abstract bodies are then placed in gum 'hotspots'. The aim was to use them in schools and offices as a type of popularity competition. By using targets of students or employees, it will encourage friends to stick their gum on them. After a week the plastic cover on the target is taken off, weighed, and the heaviest gum target will win the candidate a prize. The campaign could also be applied in towns using celebrities as targets.
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