New campaign challenges 'dirty' drivers

03 August 2016
New campaign challenges 'dirty' drivers

We are testing a new campaign to target those who think our roadsides are a giant rubbish bin.

The 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.

The 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’.

The 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’.

Almost 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.

Keep 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.

"It 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.

"At Keep Britain Tidy, we are committed to testing new approaches that will change behaviour and make our country cleaner for everyone."

The 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.