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Mississauga Makes The Anti-Litter Pledge a Slam Dunk

Oct 14, 2003

MISSISSAUGA, October 14, 2003 - The City of Mississauga is teaming up with Jerome Williams, the Raptors' Junkyard Dog (JYD), to raise anti-litter awareness among youth. A Pledge Not to Litter challenge is going out to all Mississauga schools from now until November 14.

The program encourages students, their families and friends to sign a pledge not to litter. Pledge forms are being distributed to schools with the support of the Peel District School Board and the Dufferin-Peel Catholic District School Board. Pledges may be mailed or faxed back to the City, or submitted online at the litterbug web site.

Schools registered in the program are entered in a draw to win a visit from the Junkyard Dog himself. The more individual pledges per school, the greater the chances for the school's name to be drawn. Students or other Mississauga residents who make the pledge will be entered in a second draw for individual prizes like mountain bikes from Tim Hortons; a special edition framed hockey card collector set from McDonald's; gift certificates ranging from $100 to $200 from Loblaws, Square One and Erin Mills Town Centre; and JYD autographed Slam Dunk Your Junk posters.

"Our young people are our leaders of tomorrow. They deserve to live in a clean, healthy environment," says Mayor Hazel McCallion. "We want them to be part of the solution. Participating in this program is one way young people can work together to create litter consciousness."

McCallion spearheaded Mississauga's anti-litter public awareness program in 2002. This year, she rallied 18 other Ontario municipalities to join the fight against litter. By sharing elements of the "Don't be a Litterbug" campaign, different municipalities could deliver a consistent anti-litter message to all residents.

Jerome Williams, the popular NBA superstar and anti-litter spokesperson featured on the Slam Dunk Your Junk posters, is co-founder of the JYD project whose mission is to inspire youth to excel.

"I want kids to respect themselves and their surroundings. They should take some responsibility and be guided to make the right choices. Littering is just plain wrong," said Williams.

The Pledge program follows other City initiatives designed to spread the anti-litter message and help eradicate litterbugs. After the Don't be a Litterbug campaign was reintroduced last year, a littering fine of $305 was approved and is being enforced via an online report form. The City continues to meet with other municipalities to discuss and share anti-litter strategies.