MCD anti-littering drive in place by next month

The corporation is in the process of designing an elaborate advertisement campaign to create awareness about the drive. A series of five advertisements are being designed catering to basic cleanliness challenges on the streets of Delhi. The advertisements discourage urinating on the walls,spitting on the streets,the use of plastic,and encourage throwing waste in dustbins,while a consolidated advertisement will have all four cleanliness tips together.

The advertisements are being created by ad agencies. The MCD had earlier designed advertisement campaigns for the payment of online property tax and to create awareness about dengue and malaria.

“We have not hired any agency. Three agencies are designing the campaign for us. We will choose the best advertisement among them,said an MCD officer.

The awareness campaign will run across all media. “Advertisements are being designed for newspapers,television,radio as well as for outdoor campaigns. The campaign will run across all media at the same time,” said MCD spokesperson Deep Mathur.

The corporation will run these advertisements in local news channels and local newspapers. MCD-owned hoardings that at present have no takers due to the market slowdown will carry these advertisements.

The anti-littering bylaw,likely to be in place next month,will ensure those littering city streets and other public places are punished. Mehra also informed that the MCD has created posts for anti-littering inspectors. “To start with,we will have ninety-six inspectors for the city. These inspectors will have the authority to slap fines on all those found violating the act,” said the commissioner.

MCD Standing Committee Chairman Vijendra Gupta,however,said there was a need to find a comprehensive solution to the problem. “Creating awareness is a part of our anti-littering campaign,but we are working simultaneously to create more options for the residents,so that they can keep the city clean,” said Gupta.