Despite strong Government action, littering seriously affects urban areas and tourist spots in China,. Wrigley China developed a campaign to encourage behavioural change, targeting young people. It promoted anti-litter awareness, created positive behavioural change and encouraged personal action. Wrigley partnered with The China Foundation for Poverty Alleviation, one of China’s most-recognised NGOs, with a huge campus network. The campaign used student ambassadors, celebrities and the launch of Mr. Bin-It-IN, a cartoon character as a virtual ambassador for visuals and videos. A recyclable “Portable Trash Bag Design” competition involved students at 15 universities nationwide and three winners won a trip to Taiwan to study anti-littering projects. On social media, daily tweets on key facts and four fun videos with celebrities issued a call-to-action. Six KOLs from Guokr.com, a science website with over five million fans, provided fun information on wacky topics. Four cartoonists with more than 20 million fans contributed cartoons. 190,000+ students were engaged and more than 30 traditional and online media attended campus events. 2,520 student volunteered for litter programmes in 20 local communities. A CFPA Survey found a 20.33% increase in awareness of proper disposal behaviour among students. Wrigley Foundation has confirmed funding for another two years.