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The News International-owned paper has partnered with the New West End Company, London-based Boots stores, and Vectrix scooters, for the scheme.

Readers will get the chance to win a Vectrix electric scooter by taking their papers to participating central London Boots stores and dropping them in branded purple recycling bins at the entrance.

Each recycling bin carries a code and readers must text the code followed by their name to 88855 to be in the draw.

The campaign will be supported in thelondonpaper, on posters at Boots stores, and via online marketing through New West End Company.

Nicole Refson, head of marketing at thelondonpaper, said: "The initiative was born out of West End Green Week, which ran this week in association with the New West End Company and is one of a series of initiatives planned by thelondonpaper to encourage readers to be responsible with their papers once they've finished reading them."

The London freesheets, including the London Lite, have been in discussions with Westminster City Council since April because the council is unhappy with the extra four tonnes of waste created by the papers every day.

The council and the freesheets have been unable to reach a financial agreement for dealing with the waste. The council is now demanding the titles take responsibility for cleaning up their own litter.

The deadline to comply with the council's demands is August 9, otherwise the freesheets will need a permit to distribute in the inner city zone.