500 pieces of gum were found along 25 metres of St Paul’s Bay promenade, a video for the campaign “Making Malta Green and Clean” shows.
The campaign, launched by 89.7 Bay, shows radio hosts marking the promenade with yellow tape. Another video shows the radio hosts quizzing Valletta shoppers on recycling.
The nationwide campaign, announced on Wednesday, encourages people to clean up the country.
It will also take on littering, dog fouling, recycling and fly tipping.
The radio station will also be teaming up with NGOs to organise three clean-ups over the next three months.
Speaking at the event, Environment Minister Josè Herrera said that the ministry was committed to the creation of a legal framework to minimise waste and create further deterrents against littering.
It would also work for better enforcement of littering legislation.