"The main point is awareness," Paul says, as we sit down for a coffee one morning on the Smithdown Road. Moments earlier, I watch the campaign pitch firsthand as he orders his drink: a polite enquiry about the café's newspaper selection is followed by the flash of a leaflet (met with excitement from the customers sat behind) and the possibility of speaking with the manager about putting one up in the window. "If they agree to stop selling, we promote them on our Facebook page, and if not, we leave them to it," he adds. It is hoped that customers will choose shops that don't sell, thus encouraging other outlets to follow suit.