Litter bins in Evesham Town Centre have been turned into charity collection tins as part of the Bin It For Good scheme.
More than 20 bins along the High Street and Bridge Street have been decorated with brightly coloured stickers that encourage people to put their litter in the bin, rather than drop it on the ground. The more people that do, the more money will be donated to a local charity.
The campaign will run for three months with a different charity featured each month. The campaign started on Monday (2 March) and the first charity to benefit will be The Tracy Sollis Leukaemia Trust.
Wychavon has joined with environmental charity Keep Britain Tidy and The Wrigley Company to run the scheme as part of its efforts to cut the amount of litter dropped on the district's streets.
Bin it for Good encourages people to do the right thing with their litter by offering local community benefits.
It has been running for three years in 14 different council areas and has prevented nearly a tonne of litter from being dropped on the ground and raised more than £10,000 for charity.
More than 1,100 people have been surveyed about the scheme and 68% of the public said they felt the scheme made them want to put their litter in the bin and 60% felt the campaign had made them more aware of how their local area looks.
Cllr Emma Stokes, Executive Board Member for Environment on Wychavon District Council, said: "We are thrilled to be working with Keep Britain Tidy on the Bin it for Good campaign. Litter has a negative impact on perceptions of our town and we hope we will see the same excellent results as those local authorities who have already taken part in this low-cost campaign. Trials saw a reduction of more than 80% in some areas and we hope to see even better results in Evesham. If successful, we will look to do this in other parts of the district."
Allison Ogden-Newton, Chief Executive of Keep Britain Tidy, said: "Bin it for Good is a win-win for communities. It cuts the amount of litter on the ground at the same time as supporting local charities.
"Thanks to support from Wrigley, we are delighted to be able to roll this out to more places and look forward to seeing some more fantastic results."
Councillors recently agreed to extend Wychavon's anti-litter campaign for another four years.