Chelmsford County Council says litter in Essex has fallen by 41%. It puts the change down to an Essex-wide campaign.
The Love Essex campaign was a joint effort between local authorities and businesses, reminding people to bin their litter responsibly, or risk a fine for littering from £75.
The campaign messages were displayed on posters, bus stops, rear of buses, fast food packaging and across social media.
In Essex, street cleaning alone costs taxpayers almost £17 million a year.