Two thousand lollipop sticks. 41,000 pieces of plastic. 3531 straws.

A big volunteer drive to clean up New Zealand beaches this week in preparation for summer has collected a massive 10 tonnes of rubbish.

More than 4000 people took part in a series of coastal clean-ups for the launch of Love your Coast.

Portfolio agency fashion models joined the clean-up in Christchurch. They were joined by school children and a large number of concerned families.

The first clean-up on Rangitoto Island netted 200,000 pieces of rubbish.

Further clean-ups followed in Christchurch, Wellington and the West Coast last Thursday.

National media manager Tim Rainger said it was an "amazing" result for the launch.

"There are just moments of pure elation to know that people care," he said.

The idea behind Love your Coast was to get everyone with the same objective working together, said Rainger.

"This is about motivating people to get off their arse and do something.

"We want to try to inspire a bunch of young people to take action and love their coast and to connect people who are helping to clean it up."

The "big picture" was to try to change behaviour, said Rainger, who is a writer and publisher and long-time advocate for coastal protection.

People are invited to use the Love your Coast brand and website as an event-planning tool for ongoing coastal protection.

A clean-up has already been planned for the Bay of Islands next month through the site.

Avid surfer and international chart-topper Jack Johnson, who recently toured the country, gave his support to the movement.

For more information about Love Your Coast go to www.loveyourcoast.org