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"61% of adult smokers surveyed stopped throwing their cigarette butts on the floor as a direct result of our campaign"
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#IGiveAButt

To encourage adult smokers to take more responsibility for their cigarette butt litter and drive responsible behaviour change, we created a nationwide pilot campaign for JTI - #IGiveAButt

We carried out extensive research to evaluate consumer behaviour and attitudes around cigarette butt litter. The survey found, that for most smokers, littering of cigarette butts is unconscious behaviour, especially when there are no bins nearby.


Our #IGiveaButt campaign was created to help deliver long-term impact and reduce cigarette butt litter on the streets of the UK.


The campaign was launched via a digital media partnership with Mail Online/Metro to give away Stub Tidies (compact, eco-friendly portable ashtrays) to create conversation and encourage the nation to take action. This was alongside OOH advertising around three London train stations, Victoria, Waterloo and Liverpool Street as well as national and trade PR support.


The digital activity was one of the most successful sampling campaigns ever run by the Mail Metro Group with an initial run of 5,000 Stub Tidies increased to 15,000 to meet demand. Importantly, a follow up survey of almost 1,000 adult smokers found that 68% used their new device every day and 95% agreed that the Stub Tidy would help reduce cigarette butt litter in the UK.


Due to the success of the #IGiveAButt pilot campaign, the initiative is being repeated on a larger scale this year.