Independent environmental charity Keep Britain Tidy has conducted a 12-month pilot, demonstrating the role that disposal infrastructure, including for packaging waste, and brand-led behavior change can play in reducing litter.
The “Love Where You Live Heckmondwike” campaign is backed by Kirklees Council, local Member of Parliament Kim Leadbeater, and brands including KFC, Mars Wrigley, McDonald’s, and Nestlé. According to Keep Britain Tidy, the program has achieved reductions in litter and a measurable uplift in how residents feel about their area.
