KBB has discovered young men are the worst litterbugs. But it believes they tend to have a "ladies from Tucker's Town'' image of the organisation.

So it is putting out radio commercials that use ordinary Bermudians -- and don't even mention KBB.

The ads feature everyday conversations, all with a message that littering isn't cool.

In one, a young woman decides not to go out with a man because of the way he tossed a bottle out of his car window.

In another, a man fails to get a job because the boss saw him dumping trash on the road.

Yesterday the ads were slammed as "anti-black male'' in a statement sent to radio journalists by "Media Watch''.

The name is believed to be used by an anonymous listener who regularly comments on local issues.

The statement agreed with the need to stop litter. But the ads were "out of order'' and "propaganda'', it said.

The statement accused the KBB of being insensitive to Bermudians struggling to find jobs, and going too far by implying a litterer deserved to lose a girlfriend.

"It is supposed to be the KBB, not the KGB.'' KBB president Ms Kendaree Burgess-Fairn said the ads were based on fact. A survey had shown that 44 percent of litter offenders were 16 to 35-year-old men.

She denied the commercials were anti-black men.

Littering was a serious offence because much of the Island's income depended on its beauty, she said.

"It is insensitive of Media Watch to surmise that littering should be overlooked. What happened to the pride Bermudians used to have in keeping the Island clean? "Media Watch trivialises littering by assuming that bad personal habits should not impede a relationship.

"Hearing the response from Media Watch makes us all the more sure that we are right on target. The truth is never easy.'' KBB says the ads are aimed at "middle and lower-income males''.

They were difficult to reach through newspapers because they didn't read them, said Ms Burgess-Fairn.

And they switched off if they were preached at, or if they heard a reference to KBB.

The ads had to use convincing Bermudian accents if the litterers were to get the message.

"We couldn't preach. We couldn't threaten and we certainly couldn't gently point out that a litter problem exists.

"Then we realised peer pressure might work. Some guy might be turned down by his girlfriend if she saw him doing something blatantly anti-social.

"Some friends might object if they saw a guy discarding litter dangerously.'' The seven ads will be heard for about six months before new ones are made along the same lines.

They were put together by advertising writer Mr. Ken Bowden, of Harris and Mitchell Associates, and local TV star Mr. Elmore Warren, of Al and Crif's Original Video Show. Production was by Mr. Ian Marshall of the Recording Studio.

They feature eight Bermudian actors, most of whom have done nothing similar before.

KBB wants to reduce littering even further than the 18 percent drop recorded between 1991 and 1993.

It believes the problem cannot be tackled further until the behaviour of litterers is changed.

It has been inspired by a campaign in Texas, where sportsmen and entertainers spoke out as role models for 19 to 35-year-olds.

After four years of this and other campaigns in the state, the litter rate went down 72 percent.