RECKITT Benckiser, the Swindon based cleaning company, is stepping into the breach to stop our town becoming a rubbish tip.

Responding to an Evening Advertiser appeal, the cleaning product manufacturers is launching its own Clean Up Swindon campaign.

The project plans to spruce up our image by asking residents to nominate public areas, buildings or amenities that need to improve their appearance.

Keith Edwards, Reckitt Benck-iser's marketing director said: "We are really very excited about our campaign. We want to see the town cleaner and, by turns, happier and safer residents."

He urged anyone to come forward with ideas of local places, no matter how large or small, in need of sprucing up and they will help with products and manpower.

"We want to hear from everybody community groups, schools, Scouts and Guides. Pensioners' clubs and anyone else who cares about their surroundings," Mr Edwards added.

All ideas will be considered by Reckitt Benckiser, which plans to select with Swindon Services which projects to pursue.

Specialising in the cleaning business, Reckitt Benckiser makes a host of household products, including Vanish, Finish and Dettol. The company already sponsors the annual Swindon Festival and Swindon and District Minors Football League.

Mr Edwards added: "We are experts in the field so are ideal candidates to make Swindon spick and span."

Mayor Stan Pajak, who told Swindonians to clean up their act this week, welcomed the initiative.

He said: "This is a very positive move. All projects to help Swindon gain a rightful, clean lifestyle are a step in the right direction."

Mr Pajak said that the campaign would most benefit areas where the council's funds are over-stretched. "Play areas could really benefit from this scheme,'' he said. "Hopefully it will generate a lot of public interest and inspire people to care more about their environment."