Fly-tipping is 'the illegal deposit of any waste onto land, i.e. waste that is dumped or tipped onto a site which does not have a licence to accept waste'. In 2003/04 TIDY Northern Ireland designed a fly-tipping campaign to reduce the amount of fly-tipping in both rural and urbans areas. Fly tipping is a crime, which not only has an adverse effect on the environment, but costs tax payers and private land owners millions of pounds to clear every year. A survey carried out to back up the need for the campaign revealed that local councils in England, Scotland and Northern Ireland spent as estimated £22m removing fly tipping in the 2001/02 financial year. A high percentage of fly-tipping occurs on the outskirts of cities, on the 'urban fringe'. The campaign was designed to focus on these specific areas as well as covering urban to rural routes.

The campaign was designed to trigger feelings of fear amongst fly tipper, with members of the public being encourages to report incidences of fly-tipping using a specially commission 'hotline' number.

The objective of the campaign was to reduce the amount of fly tipping in urban and rural areas but was also to inform and educate members of the public on what they should do with their waste. In Northern Ireland the campaign was run in September to avoid bonfire season. The campaign consisted of bus end graphics depicting a member of the public peering though their curtains at individuals dumping waste. The strap line of, ' Don't turn a blind eye ….. If you see anyone dumping rubbish call the tip off hotline', was to encourage the public to take a stand against this negative behaviour.