Newspaper article Evening Chronicle (Newcastle, England)

It's a Sign of the Times! Straight-Talking Council Refuses to Mince Its Words as It Tells Us to Keep Our Streets Clean Words as It Tells Us to Keep Our Streets Clean

Newspaper article Evening Chronicle (Newcastle, England)

It's a Sign of the Times! Straight-Talking Council Refuses to Mince Its Words as It Tells Us to Keep Our Streets Clean Words as It Tells Us to Keep Our Streets Clean

Article excerpt

Byline: Kate Proctor Local Government Reporter kate.proctor@ncjmedia.co.uk

"NO ONE wants to live in a @*%*! tip," is the message from a fed-up Newcastle City Council as they clamp down on litter and fly-tipping.

A bold advertising campaign has been unveiled across the city, with signs plastered on phone boxes and billboards asking residents not to be such "lazy *!*@%#".

The deliberately controversial signs are not supposed to directly reflect swear words, but the symbols certainly suggest strong language.

Cabinet member for communities, councillor Hazel Stephenson, said there is a "real need" to change people's behaviour in Newcastle to tackle the rise in flytipping, litter and dog mess as council budget cuts continue.

Councillor Stephenson said: "It costs a small fortune to keep the city clean, but, because of government cuts, our budgets are under pressure all of the time and the amount of money the council has to spend on cleansing will only reduce. We must act now to try and change people's behaviour to prevent them messing up the city in the first place."

The campaign - called Keep it Clean - will run between January and March, and is the brainchild of Newcastle-based advertising agency Drummond Central, whose previous work includes the Northumbria Water's campaign slogan "Nothing in the loo except paper, pee and poo".

They were also responsible for the branding of Newcastle High School for Girls and have worked on campaigns for Stoke City FC. Coun Stephenson said: "We know that our poster campaign may shock some people. We make no apologies for that, but we do hope that it will make people stop, think and deter them from dropping litter or failing to clean up after their pet.

"And this campaign isn't being run in isolation. It forms part of the overall work we are doing with communities to do more to look after their local area themselves. …

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