摘要：AbstractThe purpose of this research paper is to propose the Anti-Litterbugs Campaign as a more viable alternative to improve and maintain urban cleanliness in Malaysia compared to the conventional cleanliness campaign. Lessons drawn from the implementation of the conventional cleanliness campaign and the Anti-litterbugs Campaign suggests that the former failed to maintain urban cleanliness because it did not focus on the actual problem. Unlike the conventional approach which targets rubbish, the Anti-litterbugs Campaign targets the real cause of the problem, that is, the litterbugs. Fully implemented, the Anti-litterbugs Campaign has a potential to improve and maintain urban cleanliness.
