A new campaign to try to stop people dropping chewing gum on the floor has been launched by Milton Keynes Council and City Centre Management.
Encouraging residents to ‘Bin it your way’, the council has teamed up with the Chewing Gum Action Group, an organisation chaired by Defra and funded by the chewing gum industry, to tackle gum litter across the UK.
The campaign, now in its eighth year, sees the industry working with local authorities to develop initiatives to reduce chewing gum litter.
Milton Keynes City Centre Management, in partnership with the council, is among 16 local authorities taking part in the 2013 campaign.
Results from previous years demonstrates the significant impact of the campaign on gum litter levels.
Following 2012’s activity, gum litter levels fell by an average of 54 per cent in participating areas, with some authorities reporting even better results. Cardiff Council saw a 93 per cent decrease whilst Nottingham City Council and Coventry City Council announced drops of 88 and 85 per cent respectively.
The new advertising campaign features professionally choreographed and highly innovative dance moves, encouraging gum chewers to dispose of gum litter responsibly in a fun and engaging way – or face a fine of up to £80.
The dynamic, brightly coloured adverts will appear in a range of locations across participating local authorities and districts, including roadside banners, bus stops, lamp-posts and telephone kiosks.
Melanie Beck, city centre manager at Milton Keynes City Centre Management in partnership with Milton Keynes Council, said: “Chewing gum litter is a real nuisance that is costly and difficult to remove.
“We want the residents of Milton Keynes to be proud of where they live which is why we have partnered with the Chewing Gum Action Group to raise awareness and proactively tackle this problem.
“We hope this campaign will encourage gum chewers to think before they dispose of their gum and understand that they can play a part in making Milton Keynes a clean and inviting place to live.”