THE campaign to crack down on litter in Wyre Forest using wide-ranging measures backed up by the law has been launched with the help of the scheme's secret weapon - the civic pride of local people.

Wyre Forest District Council's Pride in Your Area Campaign will use recent environmental legislation to back a zero tolerance policy, which could mean an on-the-spot fine of £40 for anyone dropping litter.

The law, however, is not the council's only weapon in its fight to rid the town of litter, dog fouling and graffiti.

Central to the campaign is its plan to set up 50 community groups, district wide, made up of local people.

It is hoped the groups, including traders, school pupils and councillors, will be the "eyes and ears of the campaign".

Councillor Keith Robertson, portfolio holder on Wyre Forest District Council for commercial services, said: "We hope the groups, under the advice and support of the district council, will organise community clean-ups and report back to the council on litter problems."

He explained their role would be similar to the successful group the council worked with in the Broadwaters area - The Broadwaters Partnership.

Other measures would include publishing statistics on the amount of litter dropped, targeting problems such as dropping of cigarette ends and fast food containers and irresponsible dog ownership.

Among the provisions of the law will be the possibility of issuing street litter control notices to local traders, making them responsible for the highway next to their premises.