24 July 2012
A new national anti-litter campaign has been announced by The Department of the Environment, Community and Local Government.
The new campaign aims to raise awareness of the importance of protecting the Irish environment, highlighting the damaging effects fly tipping and small scale illegal dumping have on our environment and. our economy, particularly on the tourism and agriculture sectors.
Up to €500,000 worth of free advertising is being provided for this campaign by National Newspapers of Ireland (NNI), NNI Local & Regional, the Regional Newspapers and Printers Association of Ireland (RNPAI) and Magazines Ireland, which was developed in conjunction with the local authorities, the EPA and Fáilte Ireland. The campaign will run for ten weeks in 140 publications including national and local newspapers and over 100 general and trade magazines.
Paddy Mathews, Destination Development Manager of Fáilte Ireland emphasised the impact of such a campaign on Irish tourism –
“Our world famous scenery is the bedrock and raw material of tourism in Ireland. Litter is incredibly damaging to our landscape and yet it is entirely avoidable. It costs Ireland millions of Euros each year to clean up after those that dispose of litter irresponsibly and it puts our reputation as a clean, green holiday destination at serious and significant risk”.
The 2011 National Litter Pollution Monitoring System Report, which was published recently, shows that litter levels across the country have continued to improve. Over 76% of areas surveyed in 2011 demonstrating a high level of cleanliness.
These are the best results achieved since monitoring began in 2002, when only 48% of areas surveyed achieved this level, and indicate that the existing anti-litter measures in place across the country are working.