DISCARDED gum was in the sights of a new piece of street-cleaning kit this week.
Rotherham Borough Council brought in the high-powered, hot water pressure washer to spruce up the streets as part of a new campaign to encourage people to think where they dump their gum.
The Gum Forest campaign, launched by the national Chewing Gum Action Group, aims to prompt people to change their attitude to dropping gum, no matter where they are.
It includes a series of colourful posters, adverts, and banners featuring people using creative ways to put their chewing gum in the bin under a #binityourway theme.
The campaign forms part of Rotherham’s wider Love Where You Live initiative, which encourages residents to help put the pride back into Rotherham by doing small eco-friendly things — such as litter-picking.
The council’s Cabinet member for waste, roads and community safety, Cllr Emma Hoddinott, said: “Chewing gum on pavements is ugly and unsightly. People think twice about dropping gum in a beautiful green landscape, and we want to get people to appreciate an attractive urban environment in the same way.”
Council officers joined Cllr Hoddinott in Rotherham town centre with a new gum and graffiti removal machine currently visiting several areasincluding the town centre, Wath and Dinnington.
Gum costs £1.50 per square metre to clean and as not biodegradable.
Residents face a £80 fine if they drop litter and could be taken to court and fined £1,000 if they don’t pay up promptly.