Keep Britain Tidy's Littering Campaign Scales Up Cigarette Butts
Laura McQuarrie — September 2, 2014 — Marketing
References: cityoflondon.gov.uk & prexamples
With over 6 million cigarette butts discarded in London’s Square Mile each year, it ends up costing about £3.8 million to clean up the mess afterwards—to raise awareness about this, Keep Britain Tidy set up an unmissable littering campaign.
The campaign involved installing giant cigarette butts all over the city, showing just what a disruption they cause to the city, as well as how bad they make the city look. Smokers can generally get away with flicking their used butts on the ground because they're so small, but this campaign serves as a reminder that cigarette butts belong in the trash or an ashtray after use. When the amount of litter is scaled up, it really makes a difference and reflects what a mess has been left behind in the city.
The campaign involved installing giant cigarette butts all over the city, showing just what a disruption they cause to the city, as well as how bad they make the city look. Smokers can generally get away with flicking their used butts on the ground because they're so small, but this campaign serves as a reminder that cigarette butts belong in the trash or an ashtray after use. When the amount of litter is scaled up, it really makes a difference and reflects what a mess has been left behind in the city.
Trend Themes
1. Littering Awareness - Opportunity for innovative campaigns to raise awareness about the negative impact of littering and encourage responsible behavior.
2. Disruptive Installations - Creating large-scale installations that are impossible to ignore as a way to convey a powerful message and drive behavior change.
3. Sustainable Waste Management - Developing innovative solutions for the proper disposal and management of waste to reduce environmental impact and maintain cleanliness.
Industry Implications
1. Environmental Conservation - Addressing the challenge of littering through creative initiatives that protect the environment and promote sustainable practices.
2. Outdoor Advertising - Utilizing large-scale installations and visuals to captivate audiences and deliver impactful messages in advertising campaigns.
3. Waste Management Services - Providing efficient and sustainable waste management solutions to tackle the problem of litter and maintain cleanliness in urban areas.
3.6
Score
Popularity
Activity
Freshness
