The Love Where You Live Heckmondwike programme was funded through the Litter Pact and delivered by Keep Britain Tidy in partnership with KFC, Mars Wrigley, McDonald’s and Nestlé.
According to the charity, the programme provided “robust, real-world evidence” of how community-based interventions can improve local environments.
The pilot aimed to bring together research, insights and behaviour change approaches developed by the charity over the past decade to determine whether they could measurably reduce litter levels while also improving residents’ behaviour and perceptions of their local area.
It looked to demonstrate how sustained behaviour change activity can deliver cleaner streets, stronger community pride and improved confidence in local areas without placing additional pressure on council budgets.
Commenting on the findings, Allison Ogden, Chief Executive of Keep Britain Tidy, said: “This pilot shows that working in partnership with funders, businesses on the ground, local authorities and leaders from within the community in a sustained, joined up way delivers far greater results than solo or siloed efforts.
“We welcome food and drink brands showing this kind of leadership.”
The Litter Pact
The programme combined evidence-led messaging targeted at specific littering behaviours, including “careful littering” and dog fouling, with strategically placed interventions, community engagement, local creative campaigns and collaboration with businesses, schools and residents.
Across the year, food and drink packaging litter fell by 16%, while confectionery litter decreased by 20%.
Areas surrounding “Bin it for Good” installations – where litter bins are converted into charity collection points – recorded a 52% reduction in littering.
Public perceptions also improved during the project. Satisfaction with local cleanliness increased from 14% to 36%, while 70% of residents said they recalled seeing campaign activity.
Keep Britain Tidy said the findings also reinforced a clear relationship between perception and behaviour, with people who viewed their neighbourhood as clean significantly more likely to dispose of litter responsibly.
Kim Leadbeater MP, Chair of the Tidy Britain All Party Parliamentary Group, added: “I’m deeply invested in the town of Heckmondwike, it’s where I was born, where I grew up.
“Being part of a project that not only reduced litter in my hometown but improved how residents feel about their neighbourhood makes me so proud.”
Toolkit for reducing littering
Alongside the publication of the pilot findings, Keep Britain Tidy has launched a free digital toolkit designed to help local authorities and other land managers replicate the programme’s approach in their own communities.
The toolkit includes a report about the pilot, recommendations for tackling litter in local communities, advice for retailers, and a guide to working with litter-picking volunteers.
Keep Britain Tidy said the resources draw together the lessons from the Heckmondwike programme to support organisations looking to reduce litter, improve public perceptions of place and encourage lasting behaviour change.
Helen McFarlane, Sustainability Manager at McDonald’s, commented: “Addressing litter is a shared responsibility, and this initiative demonstrates how effective partnership working and local engagement can deliver tangible benefits.
“We are proud to be part of something that is helping to create cleaner, more welcoming places for everyone.”
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