IT'S BIGGER - and City of York Council bosses believe it will be better than ever.

The authority is set to launch a new, revamped York Pride initiative, The Press has learned, and it is promising much greater community involvement.

Now called York Neighbourhood Pride, the scheme will aim to keep city streets clean - and clamp down on those who flout laws - while encouraging people to take part in a series of projects.

A number of "local street champions" will be appointed - if the scheme is given the go-ahead by councillors - who will act as a focal point for residents' concerns.

At the heart of York Neighbourhood Pride will be a series of environmental campaigns, which will aim to highlight issues such as dog fouling on streets and parks, litter-dropping and tackling graffiti.

Terry Collins, the authority's director of neighbourhoods, said: "We have listened to what the public are saying they want. In response to their concerns we have been proactive in trying to deliver what they want to see in their city.

"I think the new initiative could have a really big impact, but we need the help of residents throughout the city."

The Press understands that some of the high-profile campaigns running over the next 12 months will include extending the use of covert cameras to catch those who fly-tip and leave rubbish out early in their back lanes, as well as a Clean Up For Christmas campaign.

Other initiatives in the New Year are expected to target graffiti, while thousands of Red Cards are to be handed out in an effort to warn people of the fines they can expect if they drop litter.

Council leader Steve Galloway said: "The roll-out of the Neighbourhood Pride initiative is intended to improve the appearance and environment of the city still further.

"York Pride and its offshoots (The Press-organised Community Pride awards and York Business Pride) have been very successful, but we know that there are still parts of the city that require an uplift.

"The new programme will aim to tackle more effectively dog fouling, rubbish in back lanes and graffiti etc and will actively involve residents as local street champions. I urge all residents to give the campaign their full support."