Whangārei District Councillor Gavin Benney wants to turn a ripple into a wave.
The Denby ward councillor spent around 2-1/2 hours picking up rubbish from Tikipunga roadsides last Thursday.
He's putting out the challenge for people to "take some responsibility and pride in their own area" and follow suit.
Benney's move was brought about after councillors visited Puwera landfill, where all Whangārei's non-recyclable waste is dumped, to see how it is going. He said rubbish and recycling are issues people like to talk about.
He campaigned on cleaning up the roadside during last year's byelection and decided it was time to do something.