Love Wimbledon has declared war against unsightly gum in a bid to help clean up its streets.
The business improvement district for Wimbledon launched its campaign after partnering with the Chewing Gum Action Group (CGAG) which has been working to tackle gum litter in the UK for the last eight years.
The group’s 2012 campaign saw gum litter levels fall by an average of 54 per cent in participating areas.
The advertising campaign, featuring professionally choreographed dance moves, will encourage residents to ‘bin it your way’ and dispose of gum in a "fun and engaging way", or face a fine of up to £80.
Helen Clark Bell, Love Wimbledon’s BID manager, said: "Chewing gum litter is a real nuisance that is costly and difficult to remove.
"We want the residents of Wimbledon to be proud of where they live which is why we have partnered with the Chewing Gum Action Group to raise awareness and pro actively tackle this problem.
"We hope that this campaign will encourage gum chewers to think before they dispose of their gum and understand that they can play a part in making Wimbledon a clean and inviting place to live."
Adverts will soon appear across the borough as roadside banners and at bus stops, lamp-posts and telephone kiosks.
Kristian Bentham, CGAG campaign co-ordinator, said: "Over the past eight years we have been extremely encouraged by the results of the CGAG campaign and we are looking forward to working with this year’s participating authorities to help create cleaner, more attractive places to live and work.
"We are committed to building on the success of previous years and hope to see a significant reduction of chewing gum litter in the partner regions."