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Press releases

01 December 2016

BSDA pledges to 'Keep Scotland Beautiful'

Environmental charity Keep Scotland Beautiful has launched its national campaign to clean up Scotland’s roadsides – Give Your Litter a Lift – with the full support of the British Soft Drinks Association (BSDA).

With 88% of Scottish adults agreeing that roadside litter creates a negative impression of Scotland, the campaign aims to tackle the behaviour which is ruining the view for visitors and domestic road users alike.

Recent litter monitoring by the charity has revealed that over 96% of Scotland’s main roads and iconic routes are affected by litter. In addition, during 2016, 52% of Scottish adults have seen someone throw litter from a vehicle and not pick it up.

Gavin Partington, Director General at the British Soft Drinks Association, said:

“We are delighted to be teaming up with Keep Scotland Beautiful and supporting the Scottish Government’s drive for a cleaner Scotland. Everybody agrees that littering is an unwelcome, anti-social problem and soft drinks companies have been working with anti-littering organisations for many years.

“However, if we really want to change people’s behaviour, then industry, campaigners and the Government need to work together. The Give Your Litter a Lift roadside campaign is the perfect start.”

With investment from industry – including Coca-Cola, AG Barr, Lucozade Ribena Suntory, Red Bull and Britvic – and working in partnership with, Transport Scotland, Zero Waste Scotland, VisitScotland, road operating companies and local authorities, the campaign is urging road users to take personal responsibility for their litter, encouraging them to give their litter a lift, and take it home.

Derek Robertson, Chief Executive of Keep Scotland Beautiful, said:

“We are delighted to include BSDA as founder funders of our drive to reduce litter along our roadsides. By combining our respective expertise and resources, we aim to raise awareness of the consequences of throwing litter from a vehicle, and to trial innovative solutions to change current littering behaviours.

“Working with a wide range of stakeholders including industry, road operators, the public sector and charities we are gradually increasing the visibility of the campaign with our message – Give your litter a lift, take it home!”

To support the ongoing campaign, Keep Scotland Beautiful and its partners will test a range of interventions at a number of selected sites throughout Scotland.