According to the CPRE, about 25m tonnes of litter was dropped in the UK last year, compared with just 5m tonnes four years ago. The body has hired marketing services agency Space to create a year-long campaign to help reverse the trend.
Activity will span a range of channels, including press, digital, viral, search, direct and partnership marketing.
The campaign, which breaks on 16 April, will emphasise the negative environmental and financial impacts of littering and fly-tipping.
The work will be the first to feature Bryson, author of Notes from a Small Island, who took over the presidency of the CPRE from columnist and military historian Sir Max Hastings last year.
Earlier this month, the body gave a mixed response to the environmental implications of the 2008 Budget. 'The Budget does not go quite go far enough to make the Chancellor the "Darling" of the countryside, but it contains some encouraging measures. We hope it marks the first step on the path to a greener economy,' said head of campaigns Ben Stafford.
The CPRE reacted positively to the pledge to impose a charge on the use of plastic carrier bags if retailers fail to sufficiently cut back their use by 2009. The charity is also campaigning against government plans to increase UK housing stock by 3m homes by 2020.
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