We are testing a new
campaign to target those who think our roadsides are a giant rubbish bin.
campaign, which is being trialled in three local authority areas – Ashfield, Pendle
and Blackpool – aims to reduce the amount of litter that finds its way on to
our roads from vehicles.
posters, which carry the message ‘It’s no secret what people think of you’,
feature images of litter that has been rebranded to include words like ‘slob’
and ‘lazy’ and a car with a personalised number plate ‘D1RTY’.
images were developed to reflect our research, which
suggests that people care about how they are perceived by others and do not
want to thought of as ‘disgusting’ or ‘lazy’.
a third of motorists admit to throwing rubbish out of their car window and the majority of these suggest it is because they
believe they are anonymous when doing it. They are also much more likely to do
it from a moving vehicle and, although they will do it in a residential area, the
majority do not do it in their own neighbourhood.
Britain Tidy Chief Executive Allison Ogden-Newton said: "Rubbish thrown out of
cars blights our road network and creates a negative impression of our country.
also costs millions of pounds to clear up every year and puts clearance crews
at risk as they collect hundreds of tonnes of litter from the road network.
Keep Britain Tidy, we are committed to testing new approaches that will change
behaviour and make our country cleaner for everyone."
campaign will be closely monitored to assess the difference it makes in the
areas where it is being tested and, if successful, it will be rolled out to
local authorities across the country.
Keep Britain Tidy is a registered Charity No. 1071737. Registered as a Company limited by guarantee in England & Wales No. 3496361. Registered office at Elizabeth House, The Pier, Wigan, WN3 4EX.
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