Not On The High Street’s “Don’t Gift” Campaign: A Christmas Eye‑Opener
Picture this: a hulking Perspex box, brimming with unwanted Christmas gifts that would otherwise choke London’s landfills, standing smack‑dab in the middle of the city’s most bustling shopping malls. That’s just one of the three eye‑catching billboards launched by Not on The High Street this holiday season. Their mission? To make us think before we gift.
Bad Gifting — The Numbers That’re Actually Redundant
- 3,088,345 bad gifts tossed in 2023
- 8 in 10 people received one of those cursed presents
- 55,393,286 bad gifts were handed out across the UK last year
- Only 5 in 10 of us admit to handing out a lousy gift
That’s a sobering reality check for a holiday that’s supposed to be about joy, not waste.
The Billboards That Speak Volumes
Three sites, three messages. Here’s the street‑style breakdown:
1. “Don’t Gift Landfill” – Westfield, Shepherd’s Bush
Built inside the iconic Pump Station, the billboard is a giant Perspex box stuffed full of the kind of half‑hearted gifts that land in the bin: photo frames, potted plants, candles, and an endless pile of unneeded home décor.
2. “Don’t Gift Big Biz” – Vinegar Yard, London
This one is a massive cardboard fortress, mocking the endless stream of generic, mass‑produced presents from major online retailers. The goal? Encourage shoppers to back local businesses that actually care.
3. “Don’t Gift Boring” – Salford Chapel Street, Manchester
Here, a giant sock drawer showcases the 3,973,050 pairs of socks that never saw the light of day. It’s a stark reminder of how many “gift‑ready” items end up as extra clutter.
All That’s Not Gone is Made Good
Every gift displayed in the “Landfill” and “Boring” billboards has one redeemable destiny: they’ll be donated to Crisis, an organization fighting homelessness by providing food, shelter, and advice to those who need it most.
Rob Halkyard, Executive Director of Brand, Marketing and Fundraising at Crisis, says: “The support from Not on The High Street is a lifeline for thousands of people at Christmas and all year round.”
Why We’re All in the “Don’t Gift” Camp
Leanne Rothwell, CEO of Not on The High Street, reminds us that with the cost‑of‑living crisis, every penny matters. “If you’re going to buy a gift, do it right so it won’t be tossed into the trash next year,” she says.
And that’s where the brand’s “Don’t Gift Guide” steps in: a curated list of hundreds of thoughtful presents from small creative shops that make sense as gifts and reduce waste.
Takeaway
- Be mindful of what you give—think before you pick.
- Support local artisans and small businesses.
- Choose gifts that last and don’t end up on the curb.
Because a truly memorable Christmas doesn’t have to come with a landfill trail. Happy gifting, and let’s keep the planet—no, not just your gifts—clean this season!
