Campaign leads to drop in litter across Essex

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The ‘Love Essex’ campaign led to a reduction of over 40% in fast food litter across the county.

The campaign, running throughout the summer, saw Essex local authorities join forces with Essex County Council, RP2 media, The Highways Agency and fast food partners, McDonalds, KFC and Dominos, to raise awareness of the issue of litter and the risk of fines for those that offend.

Love Essex logo

It also gained national support from environmental charity Keep Britain Tidy, which undertook a review of the campaign, including monitoring of specific sites over several weeks. Its findings, announced this week, have shown a 21% overall decrease in the amount litter across the county, with a 41% decrease in branded fast food litter.

Encourage even more people to ‘Love Essex’

Councillor Will Breare-Hall, Portfolio Holder for the Environment said: “Keeping our towns and countryside clean costs Essex taxpayers over £17 million a year, money which could be better spent.”

“To achieve a 41% decrease in fast food litter is great news but it is important we don’t stop here. We’ll continue to tackle littering across the District and encourage even more people to ‘Love Essex‘.”

Noticeable drop in the amount of litter

Cherry Lewis-Taylor, McDonald’s Franchisee also added: “Since the ‘Love Essex’ campaign started, there has been a noticeable drop in the amount of litter that you see around the county which is great. I think the results of the campaign demonstrate the power of councils, businesses and communities working together across the whole of Essex.”

“I hope that we continue to see the amount of litter in the area decrease and would encourage people to carry on disposing of their litter responsibly.”

Successful campaign

Keep Britain Tidy Chief Executive Phil Barton added: “The ‘Love Essex’ campaign is a model of how, by working together, businesses and local authorities can make a real difference.”

“The partnership is to be congratulated on its successful campaign. It provides a model that could be replicated up and down the country to help keep the places where we all live and work clean and litter-free.”