CITIZEN ACTION 567 



the continuity of an existing program of beautification that cannot be 

 taken for granted. I refer to the prevention of litter as a basic to 

 beautification. 



In principle, none of us would put cosmetics on a dirty face. Like- 

 wise, none of us likes the appearance of littered lands or waters. We 

 also see better uses for the $500 million we spend in annual cleanup 

 money, and we abhor fires and other losses from this cause. 



It was the personal responsibility concept which helped create 

 Keep America Beautiful, Inc., 12 years ago. KAB is financed by 

 business, industry, and labor. It is guided by an advisory coun- 

 cil that includes representatives of five departments of the Federal 

 Government and over 60 of our most influential national public 

 interest organizations of which many of you are members. 



KAB's basic objective is to bring to the attention of the Amer- 

 ican public the damage and blot on natural beauty caused by 

 thoughtless littering and to persuade and educate individuals to as- 

 sume personal responsibility. The primary problem lies, of course, 

 with people rather than with the things they discard. Litter does 

 not throw itself away. 



To achieve its goals, KAB encourages volunteer groups of young 

 and old to cooperate closely with government and civic agencies 

 in the development of responsibility and activity at local levels. As 

 a result, using KAB litter prevention techniques and advice, some 

 7,000 organizations in all 50 States have benefited from this uni- 

 versal tool of beautification. 



Business firms also have activated programs built around special 

 projects like the use of litter bags in automobiles, making available 

 and servicing trash receptacles in recreational areas, block clean- 

 up task forces, educational work with youth groups, and many 

 plantings. Many companies, including my own, conduct annual 

 litter prevention programs in their own communities. These pro- 

 grams include local showings of the excellent antilitter beautifi- 

 cation films which are available. In some instances, antilitter guides 

 for schoolteachers and items such as bumper strips and reflective 

 posters for highway truck trailers have been provided. 



In support of these efforts, the Advertising Council conducts 

 a massive public service advertising campaign on behalf of Keep 

 America Beautiful. Last year, newspapers, magazines, transit com- 

 panies, radio and television stations contributed time and space that 

 would have cost $13 5/2 million at commercial rates. 



