Littering is more than rubbish left lying around: it is a product of a particular behavioural attitude and these days is a complex social problem. As part of the anti-littering campaign in the Canton of Thurgau, seecon looked for new strategies to discourage littering as an alternative to fines and prohibitions. In the process, a strategy for individual action termed “moral courage” was presented at the Cantonal Littering Platform in autumn 2011, in which, through bold, confident conduct of individual people, something is done about the often silent tolerance of everyday littering. seecon associates this individualistic concept with Haim Omer’s approach referred to as the “New Authority”. The central focus here is the strengthening of private individuals through networking with other private individuals, clubs, schools and government departments – who then together stand up for mutual values. With the help of these strategies, municipalities can take preventative action on littering through parent patrols, neighbourhood clubs, action groups or authority groups.