LITTER, graffiti, dumped rubbish - you don't have to look far to find it in East Lancashire.

Litter creates eyesores and health hazards, harms people's quality of life and stains our region's image. That is why, hard on the heels of the launch of our Pride of East Lancashire campaign, there has to be a big welcome for the £1million blitz on grot begun today by Blackburn with Darwen Council.

Surveys have told the town hall that litter, rubbish and the general state of borough are a big concern. The council is responding with a massive anti-grime drive that is adding £1million to its existing clean-up budget. All sorts of moves are planned, from a shop-the-litter-louts drive and the employment of town centre caretakers to extra back-street cleansing and keep-it-tidy lessons in schools.

And for the sort of money that this Thrash the Trash campaign is costing, taxpayers will want to see a marked and lasting improvement.

But reaching that goal is not just the town hall's task. As leader Bill Taylor says, there needs to be a contract between the council and citizens to keep the borough clean. People must play their part and those who don't must be clobbered in court and shamed in public.

Let's see this initiative extended right across our region and pride in East Lancashire made to shine.