Surveying undertaken by TIDY Northern Ireland has shown that dog fouling is still is a problem in certain areas of the province. This coupled with the public opinion that dog fouling is the most offensive form of littering resulted in a campaign focusing on this issue being run in 2002. The campaign target was to reduce the amount of dog by 20%. This target was not only achieved but also considerably exceeded with the total reduction being over 40%. The graphic used in this campaign was designed to shock the target sector into becoming more responsible dog owners. While complaints were received concerning the graphic being offensive this only highlighted previous research undertaken by Tidy Northern Ireland showing dog fouling to be the most abhorrent form of littering.