Pick up the litter you did not drop
Two pieces on the way home, every time. Not a campaign — a habit that takes eleven seconds.
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Why it lands
Litter attracts litter: a clean verge tends to stay clean and a dirty one degrades fast, which means small early interventions are worth far more than large late ones. The reason people do not do it is that it feels like accepting blame for somebody else's mess, or like a gesture too small to matter. Two pieces a day on one route visibly changes that route within a fortnight, and the people who live on it notice.
How
Two pieces, on a walk you already take. Keep a bag in your coat pocket. Take the plastic and the cans and leave anything sharp, medical or unpleasant for the council — this is a habit, not a public service, and treating it as one keeps it sustainable.
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