The Globe pub in Deckham is just one of 39 pubs across the east of Gateshead which will each be serving up pints on 1,000 branded beer mats.

As part of the attack on litter and fly tipping all across the east of Gateshead 40,000 branded beer mats have been produced and distributed. Already over 4.5 million people have been encouraged to call 0191 433 7000 to report littering, graffiti or fly tipping offences thanks to banners, bill boards and posters on Metro stations across the area.

Innovative images and quirky phrases have been used throughout the campaign to capture the public’s imagination and encourage them to take ownership of their Borough to help safeguard their neighbourhood.

Councillor Michael McNestry, cabinet member for the Environment at Gateshead Council said:

“The beer mats are the latest in a series of innovations targeted to raise awareness of the campaign and ultimately provide a cleaner, greener and safer Gateshead for everyone living and working here.”

Two distinctive designs have been produced bearing images of environmental crimes and details of the fines attached to the offence. One is aimed at street litter, such as take-away cartons and other fast food waste, whilst the other is aimed at fly tippers. Anyone caught dropping litter could face a fine of up to £50 whilst fly tippers could risk fines of up to £50,000.

Gateshead relies on responsible landlords to help keep our streets tidy.
One of the pubs in the east of Gateshead where drinkers will be confronted by the environmental message is The Globe on Old Durham Road.

Pub manager Margaret Clegg said: “Having the beer mats is a great idea, I’m happy to promote the campaign because seeing Gateshead tidy is really important. Every morning I go out and sweep up the cigarette butts that get left behind on the street outside the pub door since the smoking ban started for example.”

The It’s Your Gateshead campaign is being rolled out across the whole of the borough during a 12 months period, which started in June. The project was started in south Gateshead and has now moved on to encompass the east of Gateshead. The council is set to tackle some serious environmental issues by focusing on the key problems in each specific area, working closely with the community, increasing enforcement measures and encouraging everybody to do their bit.

Other pubs and social clubs across Heworth, Felling, Wardley and Windy Nook will also be serving up pints on the new mats from now on.

Every year Gateshead Council deals with 114,000 tonnes of rubbish, dealt with around 350 incidents of fly tipping last year and spends around £200,000 every year removing graffiti.