Dirty Drivers Stopped in Their Tracks

LONDON, November 8 --

Millions of motorists across Britain are about to come face-to-face with a man spitting out of his car window and a woman picking her nose at the wheel.

Because 40-foot lorries carrying posters of this gruesome twosome will be hitting roads such as the M1, M25, M11 and A1, throughout November. And it's all in an effort by charity Keep Britain Tidy and ad company Artic Media, to clampdown on a habit that's driving us crazy - tossing trash out of your car.

"According to a recent poll, litterbugging motorists are rated more repulsive than spitters and nose pickers; more malevolent than middle-lane drivers and a bigger irritant than those who do their make-up while motoring" said Alan Woods, Chief Executive of Keep Britain Tidy. "We want them to know that everyone hates their filthy habits - and that their dirty deeds are despised by decent drivers."

A staggering 1.3 million bits of litter are dumped on Britain's busiest roads each weekend. Plus, Keep Britain Tidy's last national survey revealed that routes leading into our towns and cities were rife with rubbish. A study of motorway service stations also showed that while 85% of slips leading in were rated reasonable, 78% of those heading out were downright dirty.

This tide of roadside trash has left the hardworking Highways Agency (whose job it is to clean our main roads) with a massive headache. It also creates the impression - especially to foreign visitors - that Brits don't care about their environment. Lastly, and most importantly, broken bottles, still burning F (word removed by order of Google) ends and windblown plastic could cause a serious and even fatal crash.

Litter-dropping drivers told a recent Keep Britain Tidy survey that they dump junk because they want a clean car. Oblivious to others and safe in the cocoon of their vehicle, they also thought no one was watching. Which is why the giant posters - which bear the straplines, "Repulsive... and so is throwing litter from your car" and "I bet he throws litter from his car" - should prove such a poignant, in-your-face reminder.

"Seventeen million people commute approximately eight miles to and from work each day, with motorways accounting for 20% of all road traffic," adds Warren Arthur, Head of Sales at Artic Media. "By choosing an on-truck advertising campaign, Keep Britain Tidy will directly target car drivers who are mostly responsible for roadside rubbish."

Hurling rubbish from your car is an offence, punishable by an on-the-spot penalty of GBP50 or a trip to the Magistrates Court - with a maximum fine of GBP2500. Councils, Police and DVLA have launched several successful drives to trap dirty drivers. Last summer, a Keep Britain Tidy campaign launched by pop star Jennifer Ellison called, "Don't be a Tosser", also saw a lull in roadside rubbish of close on 40%.

For further information Please contact Peter Gibson, +44-(0)1942-612617; Laura Eastham, +44-(0)1942-612618 or Emma Brennan on +44-(0)1942-612634 or out of hours, +44-(0)7768-880016. Note, we have ISDN facilities available for radio interviews.