Love NZ and Be a Tidy Kiwi have launched a joint campaign to encourage New Zealanders to ‘litter less, recycle more,’ the first nationwide community program about litter in over thirty years. The campaign has been presented by The Packaging Forum in partnership with the Auckland Litter Prevention Steering Group, and is supported by many councils around the country, as well as the New Zealand Transport Agency and KiwiRail.

The 2015 national litter survey found that there were 32 items of litter per 1000m2 on New Zealand streets and public places, something which Richard Leckinger, program manager for Be a Tidy Kiwi, couldn’t abide.

“There has been no national campaign about litter since the 1980s, which is at odds with New Zealand’s attitude towards protecting our country’s environment and natural beauty,” he said. “This campaign aims to position litter and resource recovery as an issue of national importance, and the collective responsibility of all Kiwis.”

The $2.4 million project has received $1.72 million in funding from the Government’s Waste Minimisation Fund and will be supported by in-kind investment by industry and local government in delivering a national advertising campaign which will be developed by BrandWorld.