Victorians are being urged to take litter prevention into their own hands as the Victorian Government’s 2013 Summer Litter Campaign launches today.

In a bid to slash Victoria’s $78 million annual litter clean-up bill, the “A cleaner Victoria is in your hands” campaign aims to raise awareness of the impact of littering and encourage Victorians to report litterers using the Environment Protection Authority’s Report Litter iPhone app.

The campaign was launched by the Victorian Minister for Climate Change and Environment, Ryan Smith, on St Kilda Beach in Melbourne today, who will reveal the campaign centrepiece – an 18 metre cubed perspex box to represent the amount of litter just 300 Victorians are responsible for in one year.

The campaign also uses a dedicated website, the EPA Report Litter iPhone app, media relations and a combination of press, digital, radio and outdoor advertising to drive awareness.

A joint initiative by the Environment Protection Authority and Sustainability Victoria, the “A cleaner Victoria is in your hands” campaign is the brainchild of Melbourne creative agency, Icon.Inc, and sister PR firm, icon.pr.

Icon.Inc and icon.pr Managing Director, Joanne Painter, said the campaign was designed to grab attention while educating the community about the long-term impact of littering in Victoria.

“‘A cleaner Victoria is in your hands’ is an innovative social marketing campaign that combines a “wow factor” stunt and high profile Ministerial launch with integrated above the line advertising, online communications and PR,” Ms Painter said.

“The campaign is set to educate, motivate and empower Victorians to take action against littering.”

The 2013 Summer Litter Campaign, which will run statewide until the end of March, complements a range of actions the Victorian Government is taking to address littering.

The perspex box will also be making its way to Bendigo in regional Victoria for the Rotary Club Australia Day Celebrations at Lake Weeroona on Saturday 26 January 2013.

Information about the campaign is available at the EPA website: www.epa.vic.gov.au/reportlitter