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A sneak peek at Toronto's ad campaign against littering

8/21/2014

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A litterpreventionprogram.com exclusive!
We give you an insider's preview of the edgy (and possibly controversial) print advertising campaign from the City of Toronto. Running until late-September, on exterior bus panels, in transit shelters, in subway newspapers and online, these images will trumpet the theme, "Littering says a lot about you." This is the first Toronto campaign to target litterers directly.
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Letter to the editor uses media to send a messageĀ 

4/27/2014

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A letter to the editor of a community newspaper from Litter Prevention Program founder, Sheila White:
Your editorial (April 24) about cleanups missed an opportunity to educate people about littering.  As so often happens Earth Day’s focus is on the marvelous volunteers who tidy other people’s messes.  I was pleased to see a letter on litter in The Scarborough Mirror recently, but was disappointed that your editorial and your paper in general do not give the litter problem its due.  Cleanups are like food banks.  With each, we need to solve the core problem to eliminate their necessity. 

We generally see very little emphasis on changing the behaviour of littering, an act, which, besides being against the law, is anti-social and disrespectful to the environment we all share. 

Littering is a costly and vile act that I don’t want to see society tolerate.  Most people do not litter. For many it is a pet peeve.

Fifty-five per cent of all littering is deliberate.  The remainder is a result of poor housekeeping and carelessness – people who pack their bins to overflowing and are sloppy with their recycling procedures, truckers who don’t secure their cargo, newspaper and flyer delivery people who hurl instead of tuck or wrap, companies and property owners that fail to keep their frontages clean. 

There is much to discuss when it comes to litter and littering, how it harms wildlife, lowers property values, turns off tourism, ratchets down quality of life, breeds crime, drains tax dollars, leaves the environment poorer. 

Scarborough is home to the internationally recognized website www.litterpreventionprogram.com and a fun and effective educational program dedicated to reducing the overall rate of littering.  You have to talk conversationally about litter and speak to litterers to have a hope of improvement. Our free weekly newsletter, This Week In “Litterland”, gives people something to talk about. 

I would like people to know about and use these resources.
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Lobbying for a litter forum in Ontario

4/8/2014

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This letter went out to Ontario's environment minister today.  
Will he answer the bell? Is there anybody home?

Hon. James Bradley
Minister of the Environment
Province of Ontario

Dear Minister Bradley,

As an elected representative, you know people are generally concerned about littering.  I am writing ahead of Earth Day 2014 to revisit an issue I tried unsuccessfully to advance using the Environmental Bill of Rights in November 2012. 
 
My Litter Prevention Program is again reaching out to you to encourage you to take a ‘hands-on’ interest in having a conversation about reducing litter. This goes beyond the cleanup and into the stream of innovation, education, awareness building and behavioural change, in which I am a specialist and acknowledged expert.
 
A City of Toronto staff report has proposed a role for the province in permitting levies to be increased on the price of cigarettes to help the municipality pay for cleanup of cigarette butts and preventive education and promotion of anti-littering specifically concerning tobacco products.  No doubt your ministry will be hearing a repeating refrain from municipalities calling for more assistance provincially for litter reduction efforts, each with its own scheme for raising the revenue.
 
Although, surprisingly, your ministry does not track the topic of litter, it is an emerging concern worldwide.  For example, there will be annual European conferences on litter beginning in May of this year.
 
Again, I request that your ministry pull together a forum where realistic solutions to littering can be brought forward and dealt with as a public collective.  Participants might include representation from Ontario municipalities, school boards, environmental groups, product stewards, tourism, business and the general public.
 
May I please have your ear to talk about this, or receive a call from one of your aides in this regard?  I enclose relevant background materials as links below. I can be reached at 416-321-0633 or via reply email, words@rogers.com.  Thank you.
 
Sincerely,
 
 
Sheila White
Founder, Litter Prevention Program
Publisher, This Week In Litterland 

Our First Annual Progress Report
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Banker's pointing finger won't solve the litter surplus

3/29/2014

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I paid my banker a visit and, no surprise if I’m involved, the topic turned to litter.  It comes up as soon as I am asked what I do for a living.

“Mr. $” shared his observations from back in his native Mumbai.  Floods aren’t the real threat, he told me, but the garbage clogging drains. 

In fairness, we can’t blame the garbage. The real menace is the person who casts it into the street, sending it in search of a drain to plug.  I tell him that litter and garbage have been pegged as the cause of rapid increases in dengue fever in India. 

We share words about culture and its hand in shaping disrespectful waste-handling.   Not the average topic you raise with your investment adviser.  He calls in his manager. I guess it’s not run-of-the-mill for a client to arrive saying something completely different.  We shake hands and she introduces herself as the branch manager.  She points to the bus stop outside the window to my left where a human herd has been standing in wait for the full length of my 45-minute appointment.  A city all-purpose bin is steps away from the transit shelter in and around which the passengers congregate.

Bank parking lots are notorious locales for workers on break and lunch eating and sipping in their cars before or after doing their transactions inside the bank.  Smokers love to finish a smoke before entering a bank. They will flick it somewhere near the entrance.

I follow the direction of the manager’s outstretched finger as she unloads her beef about the state of chronic litter at the identified transit location.  “It’s disgusting,” she says. “Yes,” I empathize. “That is known as a ‘transition point’ in the litter prevention profession, a place where litter is likely to accumulate.”  But what I’m really thinking is this:

“Listen, lady.  Banks are some of the worst offenders when it comes to litter. You don’t have bins on your premises and you don’t have obvious recycling containers at your ATMs and in the branches.  Most bank properties are a mess and aren’t maintained regularly enough. What are you prepared to do about it?”

Every sign on the wall has something to do with financial services.  Okay, that stands to reason, it’s a bank.  But not one sign about recycling ATM receipts or keeping the area clean or using bins that should be provided. 

Banks have a stake in keeping their vicinity free of litter.  Judging from the most recent quarterly bank profits, financial institutions can well afford to be partners in litter education practices and programs.  Certainly they can do more than just point fingers.

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Ottawa & Toronto: A tale of two cities, a contrast of mayors

1/27/2014

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Litter often gets no respect. How encouraging it was to see Ottawa Mayor Jim Watson bring littering to the forefront in his state of the city address last week. Contrast this to Toronto’s mayor --  you know, the guy observed by police to have littered a public park with juice cartons and a liquor bottle, the guy soon to be known as the mayor formerly known as Rob Ford.

Jim Watson, who ushered in an interesting bin experiment on central Elgin Street this year, expresses fatigue over the sight of litter and poor recycling habits. (The two are interlinked.)  In his speech he called on compatriots to improve their recycling practices and pledged more bins and innovation to reduce the rate of littering.

Watson, in my view, proves that no mayor who litters should be mayor.  Real leadership starts with who we are at the core.  A person with littering at his core travels an anti-social path of behaviours that could escalate, according to experts who study anti-social crimes and make a link between littering and other forms of deviance.

Two high profile cases of late – one being Mr. Ford’s, and the other, the metamorphosis of Justin Bieber, who has grown from spewing his spit mucous over an upscale Toronto hotel balcony earlier this year to egging houses, public street racing and impairment in the past few months.

For Ford, on the other hand, his “gateway crime” of littering is an indicator of his love of underbelly associations with fellow crack cocaine users and dealers and his unyielding passion for alcoholic beverages, including whilst driving.

If you litter your city, you can’t be the face for clean-ups.  You don’t belong in the staged photo-ops, where you put down your work gloves as soon as the cameras leave.  You can’t speak intelligently about littering because, clearly, you don’t get it if you are wanton with your discarded waste.  You can’t be trusted as a lawmaker. 

Littering is the lowest rung on a long ladder of criminality.  Ottawa’s Jim Watson understands this and will focus his attention on it, he says.  By contrast, Ford stumbles along blindly, carelessly littering beautiful Toronto as he goes, stupefied.
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A charge against Rob Ford that would stick

11/3/2013

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I have an open and shut case against Toronto Mayor Rob Ford that no one else is talking about.  It has nothing to do with crack, drug dealers, extortion, the lies, the cheating – I’m not talking about any of those offences. 

I found out all about Rob Ford in 2004 when I took a complaint to the city’s integrity commissioner about Ford, the then renegade councillor and resident council outcast, distinguishing myself as the first Torontonian to do so successfully.  I’ve watched Ford like an eagle scout ever since.

Toronto, I believe we have caught him cold committing a crime. Forget the video. Forget the chief of police. Forget the mayor’s criminal friend Mr. Lisi.  Erase all that, and you still have the surveillance notes and photos.  Within those notes contains the irrefutable record of wrongdoing.  An easy guilty plea, iron clad.  I’m quoting here from The Toronto Star:

“Police then followed Lisi to what the documents refer to as Weston Wood Park, now called Douglas Ford Park in honour of the mayor’s entrepreneur/politician father. Ford arrived at the park in his Escalade a few minutes later, after which the pair “met and made their way into a secluded area of the adjacent woods where they were obscured from surveillance efforts and stayed for approximately one hour,” according to the documents.  The two men emerged from the woods and drove away in their own cars. Police then went into the woods and located the area in the park where Lisi and Ford met, where they found a vodka bottle and a juice bottle, which they seized.”

So there you have it.  The Mayor of Toronto, Rob Ford, littered!  In a city park, no less! In Toronto the fine for littering is $365.  (Earlier in the stakeout the police had observed Ford using a street bin for other bottles and a bag of fast food waste.)

That the mayor has littered would fascinate green criminologists like UK Professor Nic Groombridge.  He would tell you that people who litter signal their potential to harbor deeper anti-social problems that can lead them further into crime.  In fact, Groombridge has determined that littering is the “gateway crime” just as marijuana has been described as the gateway drug on the road to, say, crack cocaine use.

From littering also comes graffiti, spitting, vandalism, decreasing property values and added costs to the taxpayer.  Littering often occurs away from public view.

So when I hear the mayor of Toronto sweating out an apology for us all in the sterility of a midtown radio station, I’d like him to own up and pay up on the littering part of this whole mess at least.  People who love clean cities need role models with the capacity to understand why setting an example is important, why not littering is important.

Then there’s the matter of his pissing in a public park ...

Let’s not go there.
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    Author

    Creative communications consultant Sheila White is founder of the Litter Prevention Program, and prior worked as a communications ace and PR strategist for some of Ontario's top political names.

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