Keep Britain Tidy has returned to TV screens with a new campaign called 'Love Where You Live'.
Created by 20:20, the ads feature real people instead of actors talking about their local area and why they want others to love where they live as much as they do.
They will be shown between ITV's early evening regional and national news and are being supported by a mix of press, outdoor, radio and online activity.
The ads direct viewers towards the newly-launched website www.lovewhereyoulive.org, where people can nominate places that need some love, organise their own events, recruit volunteers and pledge their support.
The campaign is funded by founding partners McDonald’s, Wrigley, Imperial Tobacco and Network Rail and is supported by the Department of Environment, Food and Rural Affairs.
It aims to engage 3,000,000 people and 3,000 organisations over the next three years in order to change attitudes and behaviours towards littering.
Head of communications Sam Jarvis said: “Keep Britain Tidy is best known for its work with iconic celebrities such as Morecambe and Wise, Abba and David Cassidy in the 1970s and 80s, but has tended to focus on outdoor advertising in recent years.
"This TV campaign enables us to reach a much wider audience and galvanise the support we need to change attitudes around littering."