People all over Britain care about the environment on their doorstep - the local park, the street in which they live, the river that runs nearby.
No one wants to live somewhere that is blighted by litter or where there is no safe place for children to run and play.
Keep Britain Tidy works with, and supports, all those people who want to do something to care for their environment.
The charity wants to inspire the people of Britain to eliminate litter and end waste now and for future generations. It fights for people's right to live and work in places they can be proud of and flourish in. Funding from players provides vital support to Keep Britain Tidy's army of #LitterHeroes who are taking action in their communities on a daily basis, and particularly during the charity's annual Great British Spring Clean.
The money also allows it to develop and test campaigns and new ideas that will cut litter and waste and work with millions of schoolchildren through its Eco-Schools environmental education programme. This will help them to understand their environment and take action to improve it, both within their school and beyond the school gate.