WARNING: Some readers would possibly discover the pictures and video beneath disturbing.
A brand new marketing campaign is urging highway customers to cease littering as newly-released analysis reveals its lethal influence on wildlife.
National Highways has launched the brand new marketing campaign, which is supported by the RSPCA and Keep Britain Tidy, with a easy plea: ‘Lend a paw – bin your litter’.
Almost half of the individuals who took half in a brand new research as a part of the marketing campaign had been unaware that fruit peel and apple cores – which lure wildlife to their loss of life – rely as litter, analysis has revealed. A key discovering from the drivers who admit to littering is that many don’t regard biodegradable meals as litter and thought it was helpful to wildlife.
And whereas greater than 90% mentioned that they had by no means discarded litter onto the roadside, over 60% mentioned that they had seen another person doing it.
– Advertisement –
Over the final three years the RSPCA has obtained greater than 10,000 studies of animals discovered injured, trapped or useless from discarded litter – that’s practically 10 studies every single day.
As a part of a long-term effort to rid the roadsides and motorway service areas of garbage, National Highways has run a trial utilizing AI-enabled cameras along side an area authority that’s finishing up enforcement.
National Highways has additionally trialled message indicators to scale back motorway littering, used geofencing to ship texts to motorists coming into laybys the place littering is a matter to immediate them to take their litter home, and shall be participating within the upcoming Great British Spring Clean for the ninth yr working.
National Highways chief government Nick Harris mentioned: “Littering is a dreadful social drawback. It’s not simply ugly, it could have a lethal influence on wildlife, turning verges into deadly roadside eating places.
“We’re working arduous to sort out it on our roads, with our folks litter-picking every single day. To hold them secure now we have to shut motorway lanes, which delays drivers and prices thousands and thousands of kilos.
– Advertisement –
“But if people don’t drop litter in the first place it wouldn’t need to be picked up – so we urge road users to take their litter home.”
RSPCA lead wildlife officer Geoff Edmond mentioned: “Our rescuers deal with thousands of incidents every year where animals have been impacted by litter.
“Old drinks cans and bottles, plastic items and even disposable vapes are just some of the items that pose a danger to our wildlife including hedgehogs, squirrels, deer and foxes.
“Animals can ingest the litter, become trapped in it or be attracted to old food on the roadside which puts them in danger of moving vehicles.
“It’s really easy for the public to help. When people are out on the roads, we urge them to hold on to their litter until there is an opportunity to dispose of it safely and responsibly – or recycle where appropriate. As we all strive to create a better world for every animal, this could save an animal’s life.”
– Advertisement –
Allison Ogden-Newton OBE, chief government of environmental charity Keep Britain Tidy, mentioned: “Our roads are a graveyard for small mammals and other wildlife that is attracted to the littered food and drinks that drivers illegally chuck out of their vehicles.
“We are pleased to see National Highways launch this long-awaited campaign aimed squarely at getting motorists to do the right thing, bin their rubbish and protect these precious, highly biodiverse areas where so many animals live.”
National Highways is answerable for accumulating litter from England’s motorways and a small variety of A-roads. It works intently with companions, together with native authorities, who gather litter on many of the nation’s A-roads.
The new marketing campaign will characteristic on radio adverts, roadside billboards, posters at motorway service areas and petrol stations, and on social media.
