Bradford firms were today urged to do their bit to smarten up the city.

A new campaign called Business Backing Bradford has been launched by Bradford Chamber of Commerce to brighten the image of the district.

The Chamber has invited firms to take part in a number of small-scale schemes which can help improve the look and feel of the city.

The project is due to culminate on Friday, August 1, dubbed 'Bradford Day', when staff are being encouraged to quit their desks and take part in a giant litter pick.

Chamber chief executive Sandy Needham said Business Backing Bradford would aim to continue the good work done during the bid to become European Capital of Culture.

"It would be a shame if we lost the goodwill that was built up," she said. "This is a chance for every single business to join in and have an input. The initiative is not about money or large numbers of staff. It's about commitment and a mindset."

Mary Rose Millin, partner at commercial legal practice Schofield Sweeney, urged businesses to rally round.

"We know that litter is a major concern and everybody says that the place does look like a tip from time to time," she said. "Little things like this help change the way people perceive the city because businesses need to be seen to be doing something."

Chamber president John Pennington said : "We know from meeting people from outside the district that there are negative as well as positive perceptions of Bradford."

Anyone who has organised event or wants to get more involved should contact Leanne Wright on (01274) 772777.