RESIDENTS of a borough have been challenged to think about their use of plastic and pollution in the oceans.

New research for Keep Britain Tidy reveals only 32 per cent of people in the North West think marine plastic comes from overflowing bins in towns and cities and only 43 per cent think plastic litter dropped inland ends up in the sea.

Keep Britain Tidy and Blackburn with Darwen Council are launching the Plastic Challenge in August to encourage residents to think about how much plastic they use and take simple steps to fight plastic pollution.

60,000 leaflets have been distributed to households across with the council's recycling calendar to highlight the problem.

Residents who sign up will receive weekly emails with information and the chance of winning plastic-free prizes.

Cllr Jim Smith, Blackburn with Darwen Council's environment boss, said: “TV programmes like the BBC’s Blue Planet have helped to raise awareness of marine plastic pollution, but this research has highlighted that it’s not widely known that plastic litter from our streets, and plastic waste flushed down our loos, is adding to the problem.

“The Plastic Challenge campaign encourages people to reduce the amount of plastic they buy and ensure plastic is disposed of correctly."

Keep Britain Tidy chief executive Allison Ogden-Newton said: “Our research seems to suggest that many people don’t realise their behaviour inland can have an impact on marine life, sometimes many miles away.”

Residents are encouraged to look out for litter picking and river clean events throughout August.