More than 500 pieces of chewing gum were found stuck along 25 metres of the St Paul's Bay promenade, in a new social experiment and video by 89.7 Bay which forms part of their 'Making Malta Green & Clean' campaign.

Speaking to the press this afternoon at the launch of the campaign, Director of 89.7 Bay Kevin Decesare explained that the campaign will run over three months, and include videos, advertising, promotion and clean up events together with eNGOs. Decesare said that, hopefully, the campaign "will encourage people to make that first step to note litter in the first place." The nine social media videos will be released throughout the three months. 

Also present at the event and supporting the initiative was Environment Minister Jose Herrera, who said that his Ministry is working on the necessary legal framework, awareness, education and enforcement when it comes to cleaning Malta. "Enforcement is a bit weak," he said, adding "this needs to be strengthened from the side of the Ministry." He added that it is promising that a company like 89.7 Bay, who is popular amongst youth, is making taking care of the environment "fashionable". 

The nationwide campaign aims to surge the population to take action to make Malta a cleaner and greener place.  The main pillars which the campaign will be focusing on are littering, dog fouling, recycling and waste.

The website www.mmgc.com.mt has been set up as the informational platform of the campaign, informing visitors how to get involved and make a difference.