The Love Where You Live brand, which features the 40-year-old Tidyman logo, aims to reduce littering in communities by promoting behavioural change.
The consultancy was appointed a week ago and briefed to create a site that will stimulate public engagement with the brand, as well as build an online community and ‘social buzz’ around the campaign, says Keep Britain Tidy head of marketing and communications Louise Marsden.
She adds, ‘Amaze really impressed all of us with its expertise and track record in developing creative digital solutions and managing the online presence for so many well-known brands.’
As well as generating support from the general public, the new site will explain the aims of the brand to corporate sponsors and local authorities.
The site is due to be launched ahead of the Love Where You Live awareness week in September 2011.