Keep Britain Tidy campaign to set pulses racing and litter off streets

The posters will appear in male and female toilets, student union venues, concert venues, pubs, bars and clubs and beer mats. The campaign will run throughout May, July, November and March 2006.

The charity, run by environmental group Encams, claims it is not using shock tactics just for the sake of it, saying it has purely been done to change the behaviour of the audience it is trying to target.

The ads are aimed at over-18s and come following research that has found that 86% of councils are now spending record amounts on cleaning up, with an increase in complaints from residents.

Matt Powls, marketing director of Encams, said: "Since the 1970s people have seen quite soft campaigns from the charity with the use of stars such as David Cassidy, Lulu and Abba. We are now becoming more sophisticated with campaigns more focused on changing the attitudes of our target audience."

Alan Woods, chief executive of Keep Britain Tidy, said: "There has been a hike in fast-food litter of 50% in the last three years, and bottles, cans and glasses now appear on 30% of our streets; and then there is vandalism and street urination to contend with too."

Media buying for the campaign was done by MediaVest Manchester.

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