As part of the campaign trial, VMS (Variable Message Signs) have been placed on roads across Cumberland, to help the council understand whether stronger, more direct messaging can have an impact on littering behaviour.
The bold messaging targets motorists with signs featuring the slogan: “Don’t be a TO55 3R – take your litter home”.
The council said that while the tagline is designed to grab attention, it is not intended to cause offence and is a direct call to action to encourage people to take responsibility for their waste.
In Cumberland, the most littered items in parks and public spaces include picnic debris, gas canisters, balloons, glass, disposable barbecues, cans, plastic bottles and bags of dog waste.
Cumberland councillor Denise Rollo, executive member for sustainable, resilient and connected places, said: “Littering isn’t just about rubbish – it’s about respecting our community and environment. And while some of the things we find left behind make us do a double take (a single sock? A random glove? Dirty nappies?!), the impact of litter is no laughing matter.
“Every stray piece of rubbish harms our environment and can put Cumberland’s hardworking cleanup teams at risk. These dedicated workers brave busy roads to tidy up what shouldn’t have been left behind in the first place.
“A cleaner, greener Cumberland is in all of our hands. By simply binning our rubbish, we can protect our beautiful surroundings and make a difference for future generations. This campaign aims to get people thinking about how they discard unwanted items and, hopefully, encourages everyone to take litter home and discard of it correctly.”
The council said that the campaign was inspired by the Keep Britain Tidy movement and the full version will include posters and signage in public spaces across the area when it is rolled out.
The campaign also incorporates social media messaging, using the hashtag #DontBeATO553R, to amplify awareness and encourage community engagement.
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