A BIG pink blob of gum aims to persuade Poole residents to become "binners not sinners".

The borough, which will spend £48,000 cleaning streets of graffiti and gum, has won support from the Chewing Gum Action Group for a campaign.

Borough of Poole is one of 15 councils being backed by the government- and industry-supported campaign, which is funding advertising on buses, bus stops and poster sites.

The pink blob received reactions ranging from hugs to tears when it put in an appearance in Poole High Street.

But the message is a serious one as people who chew and discard gum on the streets risk a £75 fixed penalty fine.

"Irresponsible disposal of chewing gum causes unsightly stains across the streets of Poole," said Cllr Don Collier, portfolio holder for the environment."We are keen to reinforce the message to the public that chewing gum is litter and should not be discarded on the street.

"After the success of last year's cigarette butt campaign with Encams, we are pleased to be working with the Chewing Gum Action Group in educating people and encouraging them to change their behaviour," he added.

Officers from Poole's environmental and consumer protection services handed out books of chewing gum disposal paper and a prize draw offered a £50 voucher donated by Rockley Water Sports.

"Local authorities will be measuring the effectiveness of their campaigns this year and working to build on last year's successes," said Jonathan Shaw, Minister for Local Environment Equality.

There will be a competition to name the blob.