ENVIRONMENT: Putting the love into litterbug

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The Independent Online
Tidyman, the ubiquitous 'Keep Britain Tidy' logo on packaging and litter bins, is getting a love life and an aggressive personality in a new advertising campaign aimed at Britain's messiest group - teenage boys.

In the series of advertisements, by the Poulter agency, an animated Tidyman will appear on television and cinema screens grabbing a silhouette boy who drops rubbish, and dumping him in a litter bin. Tidyman then makes off with the messy silhouette's girlfriend, to the line: "Use a bin. It beats getting your bird nicked by a logo."

The Tidy Britain Group, the charity behind Tidyman, found that, in 1995, 661 out of 723 littering offences recorded by the police were committed by males, most of whom were teenagers.

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