WARNING: Some readers might find the images and video below disturbing.

A new campaign is urging road users to stop littering as newly-released research reveals its deadly impact on wildlife.

National Highways has launched the new campaign, which is supported by the RSPCA and Keep Britain Tidy, with a simple plea: ‘Lend a paw – bin your litter’.

Almost half of the people who took part in a new study as part of the campaign were unaware that fruit peel and apple cores – which lure wildlife to their death – count as litter, research has revealed. A key finding from the drivers who admit to littering is that many don’t regard biodegradable food as litter and thought it was beneficial to wildlife.

And while more than 90% said they had never discarded litter onto the roadside, over 60% said they had seen someone else doing it.

Over the last three years the RSPCA has received more than 10,000 reports of animals found injured, trapped or dead from discarded litter – that’s nearly 10 reports every day.

As part of a long-term effort to rid the roadsides and motorway service areas of rubbish, National Highways has run a trial using AI-enabled cameras in conjunction with a local authority that is carrying out enforcement.

National Highways has also trialled message signs to reduce motorway littering, used geofencing to send texts to motorists entering laybys where littering is an issue to prompt them to take their litter home, and will be taking part in the upcoming Great British Spring Clean for the ninth year running.

National Highways chief executive Nick Harris said: “Littering is a dreadful social problem. It’s not just unsightly, it can have a deadly impact on wildlife, turning verges into lethal roadside restaurants.

“We’re working hard to tackle it on our roads, with our people litter-picking every day. To keep them safe we have to close motorway lanes, which delays drivers and costs millions of pounds.

“But if people don’t drop litter in the first place it wouldn’t need to be picked up – so we urge road users to take their litter home.”

RSPCA lead wildlife officer Geoff Edmond said: “Our rescuers deal with thousands of incidents every year where animals have been impacted by litter.

“Old drinks cans and bottles, plastic items and even disposable vapes are just some of the items that pose a danger to our wildlife including hedgehogs, squirrels, deer and foxes.

“Animals can ingest the litter, become trapped in it or be attracted to old food on the roadside which puts them in danger of moving vehicles.

“It’s really easy for the public to help. When people are out on the roads, we urge them to hold on to their litter until there is an opportunity to dispose of it safely and responsibly – or recycle where appropriate. As we all strive to create a better world for every animal, this could save an animal’s life.”

Allison Ogden-Newton OBE, chief executive of environmental charity Keep Britain Tidy, said: “Our roads are a graveyard for small mammals and other wildlife that is attracted to the littered food and drinks that drivers illegally chuck out of their vehicles.

“We are pleased to see National Highways launch this long-awaited campaign aimed squarely at getting motorists to do the right thing, bin their rubbish and protect these precious, highly biodiverse areas where so many animals live.”

National Highways is responsible for collecting litter from England’s motorways and a small number of A-roads. It works closely with partners, including local authorities, who collect litter on most of the country’s A-roads.

The new campaign will feature on radio adverts, roadside billboards, posters at motorway service areas and petrol stations, and on social media.