The Department of the Environment and Food & Drink Industry Ireland wanted to decrease the amount of gum litter by establishing a fine of 2000 EUR. They launched a joint initiative called the Gum Litter Taskforce to educate the public and promote the proper disposal of gum litter. Mars Inc is the primary funder of the initiative and tasked Headcase Marketing with planning and executing its 2022 national roadshow.

The annual roadshow was previously managed by another entity, but had not occurred since 2019. Most of the previous contact and location information was lost, and the numerous parties involved in the campaign (Mars Inc, Gum Litter Taskforce, Food & Drink Industry Ireland, Drury PR) created significant communication difficulties.

I became the singular point-person for the coordination of the 8-week roadshow. I organized pop-up events in 26 counties throughout Ireland, divided into four phases by region. Each event engaged with the local community through games and challenges led by four event staff that I sourced and managed. I liased with County Council members and local authorities, photographers, and distinguished guests of the community to make each pop-up a success. Following each event and phase, I supported the distribution of press releases to local media outlets and wrote campaign reports for all parties involved.

The 2022 roadshow was the most successful one in GLT's 15+ year history, reaching more counties than ever before. It was featured in dozens of media outlets, and the organization & execution recieved high praise from all entities involved.