There have been several campaigns aimed at turning Bradford into a litter-free place in which the careless discarding of fast-food containers and the wilful dumping of three-piece suites alike are things of the past.

Each campaign has had some impact, at least in the short term, by reminding those who from time to time forget that it is their duty not to drop litter. However, none has managed to get through to that hard core of people who carry on making a mess of the district regardless.

There are heavy fines which can be imposed on them if they are caught. It is up to responsible members of the community to identify them to the authorities.

But there is perhaps an equally effective way to get the message across to them: by shaming them through example. The T&A's Bin It For Bradford campaign, launched today, seeks to encourage our readers to take personal responsibility for keeping the district's streets clean.

The Council should not have to spend vast sums of council taxpayers' money on a never-ending clean-up. It should be up to each one of us not to create the mess in the first place.

Our campaign aims to remind people of the need to dispose of their own rubbish properly and encourage them to tackle the litter generated in their area by others.

That way we will all have a more attractive environment in which to live and work, local pride can flourish and the hardened dumpers might realise that they are badly out of step with the rest of the community and start to mend their ways at last.