Sandwell Council in the Midlands wanted to encourage civic pride among residents, so in 2007 a series of clean-up events were announced and the public was encouraged to take ownership of their surroundings, and responsibility for caring for them. A secondary aim was to reduce litter and graffiti.

Run on an annual basis since then, the clean-up campaign has attracted nearly 20,000 volunteers over the years and has grown in popularity. Schools, community groups, residents and businesses have all taken part.

To mobilise support, the campaign works on a nomination basis; residents suggest an area where a clean-up is required. As long as they are prepared to volunteer their time, the council matches that with its support in terms of equipment and collections of bin bags.

More than 400 locations have benefited from the campaign over the last five years – although this year’s campaign almost didn’t happen because of funding cuts. However, Tipton Litterwatch, a local environmental charity, stepped in. With funding from Sandwell Council and management provided by Serco, this much-appreciated campaign was reignited. More than 3,000 residents were involved in clean-up activities between May and July this year.

The campaign has won awards, including two Pride community relations awards from the Chartered Institute of Public Relations, and a Green Apple Award for positive environmental endeavour.

After the recent disorder in many cities around the country, including West Bromwich and parts of Smethwick in Sandwell, Serco has been thanked by the Council and shopkeepers for the speed of their clean-up operation.