CHIPPENHAM-based marine wildlife charity, Whale and Dolphin Conservation (WDC) is celebrating the New Year by launching an project to increase Urban Beach Cleans - local area litter picks that reduce the huge amount of plastic that makes its way from urban areas to the ocean.

Up to 95 per cent of the litter in the oceans comes from our cities, making its way to the sea through rivers, drains and waterways. Once it reaches the sea, it doesn’t disappear but breaks down into smaller and smaller pieces of plastic that are easily eaten by fish and other marine species, including whales and dolphins.

The new initiative is part of WDC’s existing Plastic is #NotWhaleFood project supported by TV presenter, Julia Bradbury and BBC Springwatch’s Michaela Strachan.

For more information on running a clean-up, and a free starter pack containing a guide, collection bags, gloves, and even a free tote bag, visit notwhalefood.com/urban-beach-clean.

After the event, urban beach cleaners can also submit their photos to an online gallery inspiring others to keep our beaches and countryside free of waste.

“Having carried out Urban Beach Cleans with some of our partners and corporate supporters over the last few months in locations including Bristol, Cambridge, Oxford and Brentford, we’ve been staggered at just how much plastic waste there is littering the streets, parks and waterways in our local communities,” said WDC’s partnerships manager, Abbie Cheesman.

“New Year is traditionally a time where many people make positive resolutions for the year ahead and we’re calling on people to make tackling plastic pollution in the local area their resolution for 2019. It doesn’t matter whether it’s just you and your dog, or a whole office, group or class – every single piece of plastic you remove from your local area is one that won’t end up in the ocean.

"Remember, plastic waste can contribute to the death of a whale or dolphin or, if you eat fish, may even make its way on to your plate one day."

Michaela Strachan WDC patron, said: “The amount of plastic making its ways into our seas and oceans is terrifying and has severe consequences for marine life now and in the future. It’s heartbreaking to see pictures of whales and dolphins washing up on shores around the world because of the amount of plastic they have ingested – yet this is a totally avoidable problem.”