Keep Bermuda Beautiful has launched a new fundraising initiative to coincide with its 50th anniversary.

The “50 for 50” campaign is aimed at tackling the island’s ongoing problem of littering and illegal dumping.

The charity, which was founded in 1964, is asking residents to show their support for KBB by giving a $50 gift.

“Generations have grown up with KBB cleanups, and as a result, respect our Island home and do not litter,” said Anne Hyde, the charity’s executive director.

“But KBB’s work is not done.

“We need to reach those who are still unaware of the negative impacts of littering and illegal dumping.

“To do that KBB is asking everyone who cares about Bermuda to show support by giving a gift of $50.“

KBB has also launched the appeal through social media via Twitter and Facebook and sent letters out to supporters.

Members of the public can make a gift through www.BdaTix.bm on the KBB donation page.