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Roadside Litter Campaign Launched

Keep Scotland Beautiful has launched a new campaign ‘Give your litter a lift, take it home’ to tackle roadside litter.

Roadside litter is not just unsightly, blighting the view for road users whether locals or tourists; it is harmful for wildlife and environmental quality and, in the most practical sense, it is extremely difficult, expensive and dangerous to clean up. A strategy of prevention is therefore needed to tackle it effectively and this campaign, ‘Give your litter a lift, take it home’, aims to do exactly that, raising awareness of the issue, reframing it as socially unacceptable and employing targeted interventions to encourage the desired behaviour change.

Over 96% of Scotland’s main roads and iconic routes are affected by litter and 88% of Scottish adults agree that roadside litter creates a negative impression of Scotland.

In the grand scheme of sustainability and climate change, issues like litter have a tendency to be eclipsed. However, zoom out further and littering behaviour is symptomatic of that fundamental disregard for the environment that underlies more complex environmental issues. There is a strong correlation between littering and a broader environmental conscience. And littered environments send a strong message that ‘littering is acceptable here’. This sets a social norm that goes against efforts to cultivate any broader pro-environmental attitudes.

Given the strain already faced by duty bodies (including many public sector organisations), this ongoing and national campaign has the potential to yield a multitude of benefits both direct and indirect. Its success will rely on the help of our funders, partners and supporters both in spreading the campaign message and in the practical implementation of campaign measures. We have already begun working with road operating companies, local authorities and the likes of Transport Scotland, Visit Scotland and Zero Waste Scotland to maximize campaign impact and create sustainable change.

If you would like to get involved, support this campaign and help spread our message, please get in touch with the Campaign Officer georgina.massouraki@keepscotlandbeautiful.org. To find out more about the campaign visit www.keepscotlandbeautiful.org/roadside-litter

07 December 2016

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