The Scottish Litter Survey found 90% of respondents agreeing that litter is problematic across the country. Credit: Keep Scotland Beautiful.

Coca-Cola Europacific Partners (CCEP), alongside Keep Scotland Beautiful, Forth Valley College, and local authorities in Scotland, UK, have partnered to combat the prevalent issue of litter and improve recycling. 

The partners launched a campaign across Stirling, Clackmannanshire, and Falkirk, which aims to reduce the environmental impact of on-the-go food and drink packaging litter. 

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To encourage superior disposal habits and recycling, the campaign includes the installation of street bins with engaging messaging, the use of digital advertising, and the provision of additional recycling facilities at Forth Valley College.

The seven-week initiative targets not only the students and staff of Forth Valley College but also the wider community, with activities running until the end of March this year. 

A survey conducted earlier in the year indicated that while a majority of the college’s students and staff frequently enjoy on-the-go food and drink, there is a strong concern about the environmental damage caused by litter.  

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The survey revealed that 75% of respondents were worried about the impact on nature and 85% were concerned about the volume of this littered packaging. 

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Keep Scotland Beautiful CEO Barry Fisher said: “We all enjoy on-the-go food and drink whether it is a sandwich, a bag of crisps, a chocolate bar or a can of soft drink. A quarter of litter recorded in our national surveys comes from food and drink packaging and the Scottish Litter Survey found 90% of people agree that litter is a problem across our country. 

“So, it is vital that we encourage everyone to consider what they do with their packaging. Only by working in collaboration with national and local government, businesses and communities will we be able to test campaign messages and evaluate their success.”