Environmental charity Keep Britain Tidy has launched ‘Cigarette Butts Are Rubbish’, a new integrated campaign aimed at kick-starting widespread behavioural change among smokers.
Developed in partnership with VCCP London, Wavemaker UK and behavioural science consultancy Cowry Consulting, the campaign looks to tackle cigarette butt litter, which staggeringly account for two-thirds (66%) of all litter dropped in England.
In a bid to modify smokers’ behaviour without alienating them, the light-hearted creative revolves around a judgemental duck condemning littering smokers, without shaming the individual.
“We wanted to create advertising that used best in class behavioural science to really speak to our audience, and we are thrilled with the output”, Keep Britain Tidy CEO, Alison Ogden-Newton said.
“Our charming feathered friend delivers an important message to smokers, who do not realise the devastating impact that their litter has on our environment. We are thrilled with the campaign and believe it will have a real impact on what is currently the UK’s most littered item, cigarette butts.”
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This latest burst of activity from the charity will run primarily across high-profile audiovisual launch spots as well as a takeover at the O2 in London and mural in Manchester.
The O2 takeover will even include a two-week behaviour intervention at the O2 arena, alongside bespoke campaign materials ranging from digital out-of-home, to floor decals, posters, duck murals, and queue barriers.
VCCP executive creative director, Jim Thornton added: “As a smoker who believed that littering was anti-social but ciggy butts didn’t count, I am the man in this campaign. (Not literally, obviously. I have more hair….)
“But I’m proud to say I have been suitably reformed by the smartness, wittiness and weirdness of Sophie and Miles’ brains, the deftness of Andy Mcleod’s direction… and a terrifyingly judgy duck. If this campaign doeesn’t work, I will literally eat my fag butts.”
