Abstract
Environmental management of river catchment area has recently been recognized to be critical in Japan. From the point of view, Mersey Basin Campaign, formally launched in 1985 as an unincorporated stakeholder partnership, has shown remarkable results in its implementation. The MBC has three objectives as follows: 1) to improve river quality; 2) to stimulate attractive waterside developments; 3) to encourage people living and working in the Mersey Basin. The approach of partnership with public, private and voluntary sector is taken into consideration to organize activities for environmental management. River Valley Initiatives under the umbrella of the MBC as 'mini campaign' are also successful. RVIs, organized in each tributary of the area, drawing investment of local companies and community participation, realize the strategy of the MBC at local level.
