Simple, straightforward language is much more powerful than complicated messages that are hard to remember. Use current council activities and information to generate public interest in the issue of litter. For example, data about the number of litterers being fined or warned make for good stories, and new opportunities to get your message out. Use local success stories to highlight the solutions to litter. Think in pictures as well as words.
Newspapers love stories that have interesting visual images as well as an interesting message.
Offer photographs, or set up opportunities for photographs. Make sure internal communication is good and that there are no other council activities that could clash with or compromise your campaign.