More than 600 pieces of trodden-in chewing gum in Sutton High Street were encircled by coloured chalk at the weekend to show people the scale of the problem facing Sutton.

The chalk marks were made by Sutton Council staff and volunteers on a segment of Sutton High Street on Saturday 9 April. The exercise was part of Sutton Council’s Clean Streets Sutton campaign, which encourages residents to change their behaviour and is being funded by the Department for Communities and Local Government.

The Local Government Association says the average price of clearing up each piece of chewing gum off the pavement is £1.50 – 50 times as much as the gum costs to buy. Therefore small changes in behaviour can make a big difference – and save taxpayers money.

Council staff have given out 71 bright pink bubble-shaped gumdrop on-the-go bins to chewers on the High Street so that they can dispose their waste chewing gum when out and about instead of dropping it on the pavement.

The mini portable chewing gum bin not only collects waste gum but is also made with recycled chewing gum. It comes with its own key ring, making it easily attachable, so no matter where you are there is always somewhere to drop your chewing gum apart from the ground. One on-the-go gumdrop bin can be recycled to manufacture three new bins, which can then be distributed and kick start the cycle again.

The council is also placing large bright-pink gumdrop bins in prime sites on Sutton High Street for shoppers to dispose their used gum in. When full, it is recycled into new bins and other products, from Wellington boots to Frisbees and mobile phone covers.

Cllr Jill Whitehead, Chair of the Environment and Neighbourhoods Committee at Sutton Council, said:

“Clean Streets Sutton is about using the latest thinking about behaviour change to try to alter the habits of people who litter, and help educate others as to the benefits of a cleaner, safer and more inviting environment.

“It will also help to save the taxpayer money as the everyday costs of cleaning up chewing gum quickly add up. At a time when our budgets are being severely cut, any savings can make a big difference.

“Passers-by were amazed to learn about the amount of chewing gum discarded on our streets and the cost of clearing it up. They were keen to chat about our Clean Streets Sutton campaign, which will help us to reduce waste and create a more sustainable borough.”

So far 59 local traders have signed a business pledge committing them to reduce waste, keep their businesses tidy and work with the council to improve the cleanliness of the local area.

Residents are invited to attend two further chewing gum chalking and gumdrop giveaways on Saturday 16 and 23 April between 10.30am and 12.30pm outside St Nicholas Shopping Centre entrance on Sutton High Street.

The Clean Streets Sutton campaign supports the Council’s One Planet Sutton aspiration, to improve the quality of life of residents in a way that reduces our impact on the environment.

Sutton Council has committed to becoming a One Planet Borough by 2025. The council is working in partnership with a wide range of local voluntary and community groups to deliver this vision under the themes of cutting carbon emissions, cutting waste, valuing our natural environment, supporting healthy communities and supporting the local economy. You can find out more about the One Planet Sutton initiative here.

Sutton Council collects more than eight tonnes of litter every day and more than 3,000 tonnes every year. It is hoped the campaign will help to reduce litter and save the taxpayer some of the £3m a year that is spent clearing up waste.

The Clean Streets Sutton activities, which run over six weeks until the end of April, include:

• Cigarette ballot bins outside High Street pubs where smokers can vote on topical issues including as who is the best superhero, Batman or Superman; who would make a better James Bond and whether or not Leicester City will win the Premier League.
• Covering the hoardings in front of Times Square Shopping Centre with an image gallery of local business people and residents holding signs supporting the campaign.