Regressing to 1950s values might not be everyones idea of progress but it is central to a litter pick campaign launching today (September 1).
Keep Britain Tidy and its partners have organised thousands of clean-ups to take place as part of an unprecedented month-long nationwide blitz on litter called the Big Tidy Up.
The Womens Institute (WI) is supporting Keep Britain Tidy by encouraging people to make dropping litter as unacceptable as it was in the 50s.
More than half a century ago WI chairwoman Lady Elizabeth Brunner kick-started Britains anti-litter movement and the first anti-litter act was passed 50-years-ago this month.
Two of Lady Brunners great grand-daughters, Madeline Brunner, 10 and Marnie Breadin, nine, will recreate the first call to action from 1954 carrying placards and dressed in attire from the ageJa in St Jamess Park, London.
Marnie Breadin said: We have heard all about our great grandmother and how she started Keep Britain Tidy. We think she was cool to start it all off because she didnt like litter and we dont like litter either.
Campaign organisers hope that half a million bin bags of litter will be collected, as litter picks across the country begin. So far 6,000 groups have signed up.
Partners involved include: National Federation of Womens Institutes, British Trust For Conservation Volunteers, Campaign to Protect Rural England, CleanupUK, Waste Watch and Thames21.
Image: The original 1954 photo-call