How do you convince your street cleansing operatives to go one step further when tackling their daily tasks of removing litter, graffiti and fly tipping? This was the dilemma facing Cheshire West and Chester Councils’ Streetscene team. The answer was to use a character ‘Simon’ played by an actor, who goes about his daily job with the minimum of effort. That is until he has a change of heart when he realises his lack of care has resulted in an accident. Shot on locations throughout Cheshire, the entirely music based video has been shown to over 400 operatives asking them subtly, to play their part.