Much loved 'Be A Tidy Kiwi' icon gets an update

New Zealand's much loved anti-littering character is about to undergo a makeover with the launch of a design competition, the Auckland Litter Prevention Steering Group (ALPSG) said today.

“We're asking the design community to seed this makeover with fresh ideas from which we can build and test a new iconic image,” Richard Leckinger, ALPSG Programme Manager said.

The ALPSG was formed nearly a decade ago by the region's major asset holders to update the brand, but amalgamation put the plans on hold. The group reformed in 2013 and began baseline litter survey work last year to enable before/after pilot testing of an updated brand. Auckland's mix of rural, suburban and urban settings make it an ideal place to pilot test.

“As we're not looking for a completely finished design, we welcome everyone to contribute their ideas at 99designs.com,” Mr Leckinger said.

“Designers from around New Zealand and the world can compete for prizes.

“Kiwi designers will then refine the winning elements into a few contenders, which will be extensively field tested before a new design is adopted.

“Our preliminary baseline data shows that Auckland is as clean or cleaner than our Australian counterparts for which comparable data is available.

“However, our littering behaviour rate is significantly higher, so there is definitely room for improvement.

“We cannot expect Council to keep picking up after us – it's incredibly expensive.

“An updated programme of education and enforcement – carrot and stick – is required to bring Auckland's littering behaviour rate under control,” Mr Leckinger said.

ENDS

© Scoop Media