Hubbub is today calling on businesses, residents and organisations situated along five of the UK’s biggest rivers to unite behind a significant new campaign to prevent and reduce the amount of litter entering our waterways and subsequently the oceans. 

Research from the Canal and River Trust discovered 500,000 items of litter make their way into the sea from UK rivers every year. However new Hubbub research shows that 48% of people don’t believe that litter entering drains can easily end up in rivers and then the sea. The survey of 2,000 UK residents suggests that 64% of people feel helpless about tackling the ocean litter crisis and 75% would like to do more to reduce the amount of litter ending up in the sea.

The polling revealed that 81% of people believe businesses should be doing more to tackle the issue. In response, Treasure your River gives organisations the opportunity to get involved in a large-scale campaign that has already brought together a strong coalition of organisations including the Rivers Trust, Thames 21, Keep Wales Tidy, Bristol Waste, Mersey Rivers Trust and Changeworks.

Treasure your River is funded by the Coca-Cola Foundation and will deliver ground-breaking new anti-littering and clean-up campaigns along the rivers Avon, Mersey, Thames, Severn and Forth and their tributaries.  

From late spring of next year new river robots will start removing litter from some of the worst areas, plastic fishing trips will be extended, new displays and river-side bins will be introduced, educational campaigns will show what can be made from littered items and people will be given fresh ways to get involved in clean-up campaigns.

The launch of the campaign is backed by a short educational video and website where organisations can register their interest in supporting the campaign. This support could  include backing local clean-up efforts, running events, hosting promotional materials, introducing new bins or simply raising awareness. 

The ambition is to create a wide-ranging, engaging, positive and practical campaign that will turn the tide on the amount of plastics and litter entering our oceans. To register your interest please head to