Cumberland Council is stepping up its crackdown on littering and fly‑tipping with new Variable Message Signs (VMS) appearing across popular routes, displaying the bold reminder: ‘Don't be a TO55 3R – take your litter home!’
This hard‑hitting initiative, launched in March 2025, aims to send a clear message: littering and fly‑tipping are unacceptable. These behaviours aren’t just illegal, they are anti‑social, damaging to wildlife, harmful to the environment, and cost local taxpayers thousands of pounds each year in clean‑up operations.
While the tagline is intentionally eye‑catching and a little tongue‑in‑cheek, it is not designed to offend. Its purpose is simple: to grab attention, spark conversation, and encourage people to take responsibility for their waste.
Cumberland Councillor Denise Rollo, Executive Member for Sustainable, Resilient and Connected Places, said:
“We want the public to know that Cumberland Council is taking a firm stand against littering and fly‑tipping. Littering isn’t just about rubbish, it’s about respect for our communities, our environment, and the people who work hard to keep this place clean.
“Some of the items our teams find would make anyone do a double take, but the impact is no laughing matter. Every piece of discarded rubbish harms wildlife, spoils our beautiful landscapes, and puts our dedicated clean‑up crews at risk as they work on busy roads to remove what should never have been dropped in the first place.
“A cleaner, greener Cumberland is in all of our hands. If a quirky message on a sign makes even one person stop, think, and choose the bin over the roadside, then it’s worth it. We’re asking everyone to take pride in where we live, dispose of waste properly, and report anyone they see fly‑tipping or dropping litter. Protecting Cumberland is a shared responsibility, and together we can make a real difference.”
Inspired by the national Keep Britain Tidy movement, the campaign also includes posters, signage, and social media messaging across Cumberland, using the hashtag #DontBeATO553R to boost visibility and encourage people to reflect on how they dispose of their waste.
Public spaces, parks, lay‑bys, and high‑footfall routes will all feature campaign materials designed to challenge attitudes towards litter and prompt positive behaviour change.