Some 400 people are being fined for littering offences each week as Dublin Corporation makes a new effort to clean up the streets of the capital.
More than 500 successful prosecutions have been brought against people for littering so far this year, the city manager, Mr John Fitzgerald, has revealed.
He was speaking at the announcement of an initiative by the Lord Mayor, Mr Maurice Ahern, to curb littering in O'Connell Street and the north inner city.
Extra cleansing staff and litter wardens, and more street-cleaning machinery and bins, are to be provided as part of the three-month pilot project, which starts tomorrow.
In addition, Dublin Corporation guarantees to have the area litter-free by 8 a.m. each day, and to provide continuous cleaning 24 hours a day. Burnt-out cars will be removed promptly and litter-bins are being provided every 100 metres.
The corporation has set up a freephone number - 1800 248348 - for the public to report indiscriminate littering, abandoned vehicles and graffiti. Cleansing staff will respond to calls on the same day as they are received.
"This is not just about the corporation, it's also about the community, commuters, businesses and schools," said Mr Ahern. "Dublin Corporation is working in partnership with the gardai, local businesses, community groups and schools to change the mind-set of people to reduce litter in the area."
The area covered by the initiative is bounded by O'Connell Street, Parnell Street, Summerhill, Portland Row, Amiens Street (including Connolly Station) and Eden Quay. Asked why this part of the city centre had been chosen, Mr Ahern said it was "the right area" because it included O'Connell Street and the scheme would build on contacts already made with local community groups. Other features of the initiative include a chewing-gum removal service, a once-off bulky junk collection and the provision of additional bottle banks.
Twenty full-time litter wardens are now employed in the capital. The standard fine is £50. This year, the corporation has adopted a "name and shame" approach by publishing in the newspapers the names involved in court prosecutions where fines have not been paid. According to Mr Fitzgerald, this has had a dramatic effect on the proportion of fines paid.
Further improvements are expected when the use of "wheelie bins" is extended to suburban areas later in the year, he said.
Mr Fitzgerald said the successful parts of the pilot study would be implemented elsewhere in the city after the initial three-month period.
