A NEW campaign has been launched to clean up Greenock's town centre - by reaching out to help people in need.

Community police officers are leading a new initiative to reduce anti-social behaviour, prevent disturbances and address 'low level' crime like shoplifting.

They are targeting areas such as West Stewart Street, working with the likes of the council and alcohol and drug services to keep people safe.

Town centre community police officer Willie Gorry, who patrols the beat along with PC Paul Jackman said: "We are coming across a lot of low level crime that needs to be addressed in the town centre.

"This includes shoplifting and other similar crimes.

"But a lot of this is alcohol and drug related, so we want to be able to refer people, to get them the help they need.

"We want to try a new approach and to see if we can solve the problems.

"West Stewart Street is a particular problem with people hanging about."

The Greenock Town Centre Initiative will see police officers patrolling streets along with community wardens and other agencies.

It will involve a more visible presence from the agencies involved as they look to reassure the public.

At the same time they hope to direct those causing issues to seek help with the likes of health and social care services.

The town centre was recently listed as the most deprived area of Scotland.

The shocking statistic prompted concerns about the area and calls for investment.

Councillor Jim Clocherty, convener of the education and communities committee, said: "I am delighted to be working with the police and Crimestoppers on this multi agency approach.

"It is important to me that we make residents and shoppers in the town centre feel safe.

"We are trying to reassure them that we understand the concerns they may have.

"It is important that if they have concerns about anti-social behaviour or incidents, that they feel they can approach local officers.

"Our community police officers and our wardens do a great job."

Ward councillor Graeme Brooks added: "I think we are offering people an olive branch and it is up to them if they take it."