Encams, the charity that runs the Keep Britain Tidy campaign, has launched a TV ad campaign aimed at discouraging teenagers from dropping litter.
The ads, the first the charity has made for the small screen in 20 years, will be broadcast between shows popular with young people such as Buffy the Vampire Slayer, The Simpsons and Big Brother.
The campaign features situations where people go to great lengths not to drop rubbish. A man hanging from a cliff, a window cleaner dangling from a skyscraper and someone stuck in a lift are all seen desperately searching for a bin.
The charity has also attacked Big Brother and other TV shows for creating a culture where teenagers think it is OK to drop litter. "Not only do teenagers drop the most rubbish," said chief executive Alan Woods, "they feel no sense of guilt about doing it, and it has become an instinctive reaction."