One thousand bags of litter were 'dumped' in Trafalgar Square today to urge Londoners to join the capital's biggest clean up operation.
The three meter tall waste mountain represents 1% of all litter found on the capital's streets every day.
Organisers of the Capital Clean-up campaign hope the public will be shocked into action asthey view the untidy mess and sign-up for a clean-up event in their area.
Targeting litter, graffiti and grime, the Capital Clean-up runs for six weeks and is a directapproach to improvinglocal environmental quality and the overall appearance of the capitalin preparation for the 2012 Olympics.
Phil Barton, chief executive of Keep Britain Tidy said: "This annual event improves the quality of the environment in London tenfold, and builds the commitment of Londoners to respect and improve the appearance of the capital, resulting in lasting change."
Supported by Capital Standards, Keep Britain Tidy, London local authorities and the Metropolitan Police, the campaign enabled 300 clean-up events last year and organisers.
Those willing to roll up their sleeves and take part can either attend an established event in their area or organise their own event, and take issue with the rubbish problems in their community.
Litter pickers will be out in force across the city at events such as the graffiti and litter cleanse of the Grand Union Canal in Camden (26th/27th May).
Richard Barnes, deputy mayor of London, said: 'It is a top priority for the Mayor and I to make London a cleaner, more pleasant place, especially as the world's eyes turn towards us in the run-up to the 2012 Games. We are working closely with the borough councils and businesses to clean up the capital. I know Londoners have pride in their city and we encourage everyone to play their part in keeping their neighbourhood free of grime and litter during Capital Clean-up and beyond.'
Kenny Wilks acting chair of Capital Standards said: "Last year's campaign was a great success and we hope to improve on those results this year by inspiring the people of London to take part and lead the way in achieving a cleaner city in which to live, work and relax."
Chairman of London Councils' Transport and Environment Committee, councillor Mike Fisher said: "The Capital Clean-up plays an important role in reminding each of us of our own individual responsibility in helping keep our great city clean and tidy. London's boroughs are delighted to support it."
McDonald's, which has 181 restaurants across the Capital, will play an important role in supporting and raising awareness of this year's campaign, organising over 140 bespoke clean-up events across London. Local volunteers will be encouraged to roll up their sleeves and join McDonald's staff in the clean-up effort with events taking place throughout May. McDonald's is also partnering with local Metropolitan Police Safer Neighbourhood teams who will help each restaurant identify key 'grot spots', and in particular those areas where litter is an ongoing problem.
Peter Sullivan, who runs 19 McDonald's restaurants in London said: "At McDonald's we are committed to tackling the problem of litter and hope the local community will show their support and join our clean-up events. We all want to feel proud of where we live and initiatives such as this offer people the chance to become part of the solution for a cleaner and greener London."
The Capital Clean-up starts today, (Monday April 27th). To tell us about an event you have planned phone 0207 471 6794 or email info@capitalcleanup.co.uk