A new Scottish Government campaign, created by The Leith Agency has begun to influence Scots to re-use their carrier bags.

With one billion carrier bags used a year in Scotland and £385million being spent by local authorities in the country dealing with the waste, the campaign aims to help stores halve the number of bags being handed out to retailers.

Based on the premise that an elephant never forgets, the campaign will run on TV and radio as well as in supermarkets and shops across the country.

Twelve major retailers and almost 500 independent shops are on board, potentially reaching millions of consumers, making this the biggest high street campaign ever undertaken by the Scottish Government.