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The Marine Conservation Society invites people to put their environmental guilt to good use and donate to the charity every time they forget their reusable bags, bottles and coffee cups.

The campaign, created pro-bono by Bartle Bogle Hegarty, encourages the UK public to never leave home without their reusable mugs and bags, rather than buying single-use plastic that ends up in the ocean. It features single-use items floating in water, including an old plastic bag, coffee cup and water bottle, urging people to "Donate your guilt" with a £3 text donation. The work will run across social media and billboards including Westfield London, Bullring Birmingham and Manchester and Edinburgh city centres. It was created by Lucy Johnstone and Grace Chambers.