Mr Ricky Sim, executive council member of the movement, said that the effort would succeed where others had failed, because it would involve all hawker centres, foodcourts and fast-food restaurants islandwide.

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'It's confusing to have to return trays at one centre, and not at another', said Mr Sim, who frequents the Bukit Merah hawker centre at least three times a week, and makes it a point to return his used cutlery to his favourite rice stall, even if it means a walk across the length of the centre.

The campaign, slated for a launch mid-next year, is expected to last between three to five years.

'We need a sustained, islandwide effort to get people used to it,' he said. 'It's not going to happen overnight. But we're committed to making it last.'

Previous trials by the National Environment Agency (NEA) in 2003 and the Suntec Fountain Food Terrace early this year, failed to do so.

Inconvenience, inconsistent procedures and the 'ick-factor' were common reasons given by diners, said the NEA in a survey conducted after its 2003 trial.

Tray-return racks were too far away, and some cleaners did not like the 'extra help' given, explained Ms Chan Wai San, director of the hawkers department at NEA.

To help lick the problem, more tray racks will be provided at hawker centres, which currently do not have such facilities.

Equipping each centre will take about $10,000, which organisers hope will help improve work flow for cleaners, and reduce waiting time for diners.

'It's a long-term investment,' said Ms Chan.

With every effort being made to make tray clearing a breeze, the ultimate challenge will be a mindset change among diners, said organisers.

Trays and dirty tables are symptomatic of an ungracious society, said Mr Sim, a point first raised by Prime Minister Lee Hsien Loong during his National Day Rally speech this year.

'We are a prosperous nation, with a high standard of living,' said Mr Sim. 'It's a shame that we cannot treat our fellow man with respect.'

The announcement of the new campaign follows hot on the heels of The Straits Times own tray-return drive last week, called 'Goodness Gracious Me!'

The paper's month-long effort is on trial at five Kopitiam food courts across the island.

Another organisations have also taken up the tray-return cause.

Furniture giant Ikea is planning to launch its own tray-return campaign to help 'improve the efficiency' of both its restaurants here.

When customers clear their own trays, it allows tables to be freed up for waiting diners faster, said Ikea spokesman Lars Svensson.

Readers, singling out ST's effort, have also given tray-returns the thumbs up.

'It's disheartening to see Singaporeans behaving like pigs at hawker centres after a meal,' said Mr Sam Lim in an e-mail to The Straits Times.

'It is a timely project...Please expand it further beyond Kopitiam,' added reader Mr Charles Sim.

taniat@sph.com.sg