Don’t be a Tosser 

When the Victorian Government banned smoking inside licensed venues, Sustainability Victoria predicted cigarette butt litter would increase.

The Reputation Group developed a campaign to change smokers’ behaviours. Our strategy was to promote a collective responsibility for butt litter, build the capacity of local governments and licensed premises to address the issue, provide butt bin incentives for licensed premises, target smokers with a ‘bin your butts’ message and raise community awareness of butt litter. 

Creative communications included advertising, grass roots ‘Butt Champs’, media publicity and street art. The campaign exceeded all expectations – not only was there no increase in butt litter, there was a major increase in the number of smokers binning their butts, with butt littering behaviour decreasing by half.  The campaign won numerous local and international communication awards.

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