Brits Encouraged To Take More Responsibility For Their Cigarette Butts With #IGiveAButt campaign

Designed to encourage adult smokers to take more responsibility for their cigarette butt litter, Clarion created a nationwide pilot campaign for JTI – #IGiveAButt.

To help tackle the issue, we carried out research which evaluated consumer behaviour and attitudes around cigarette butt litter and as a result the #IGiveAButt Stub Tidy was born – produced in collaboration with Design Works Windsor, it’s a portable ashtray smokers can use to carry their butts until they find a bin. 

#IGiveAButt encompassed a huge digital sampling campaign with Mail Online/Metro along with OOH advertising around three London train stations, Victoria, Waterloo and Liverpool Street as well as national and trade PR. 

Adult smokers can now join the movement, by claiming their free #IGiveAButt Stub Tidy via a competition on Metro.