New litter partnership for Keep Britian Tidy

Environmental charity Keep Britain Tidy is to work with Coca-Cola to boost litter prevention and inspire volunteers to keep the UK clean.

With 80 per cent of marine litter originating from land, the partnership will encourage volunteers to create and pursue a chain of litter picking activity from the street to the sea.

Coca-Cola will also support the charity’s Centre for Social Innovation to research beach litter and littering behaviour around the country.

Allison Ogden-Newton, Keep Britain Tidy chief executive, said: “We are thrilled that Coca-Cola Great Britain is giving the Great British Spring Clean a helping hand so that we can realise our ambition to mobilise up to half a million people next year. Littering blights every corner of our country and the help of partners is vital if we are to support all the #LitterHeroes who are willing to get out and clean up after those who still think it is OK to drop their rubbish on the ground.”

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