Keep Britain Tidy has partnered with creative agency VCCP to launch a new campaign aimed at reducing cigarette butt litter in the UK. The campaign will target smokers directly, and will use behavioral science insights to try to change their behavior.
Cigarette butts are the most common type of litter in the UK, accounting for over 60% of all litter items collected. They can take up to 14 years to decompose, and release harmful toxins into the environment.
The new campaign will aim to raise awareness of the environmental impact of cigarette butt litter, and to encourage smokers to dispose of their butts responsibly. It will use a variety of channels, including TV, radio, print, and social media.
VCCP has a strong track record of creating successful campaigns that change people's behavior. For example, the agency's "Don't Be a Tosser" campaign for Transport for London has helped to reduce littering on the Underground by over 50%.
Alison Ogden-Newton, CEO of Keep Britain Tidy, said: "We are delighted to be working with VCCP on this important campaign. Cigarette butt litter is a major problem in the UK, and we need to take action to address it. This campaign will use behavioral science insights to try to change the behavior of smokers and encourage them to dispose of their butts responsibly."
Andrew Peake, CEO of VCCP, said: "We are excited to be working with Keep Britain Tidy on this important campaign. Cigarette butt litter is a blight on our streets and countryside, and we are determined to help reduce it. We will use our creativity and behavioral science expertise to create a campaign that is both effective and engaging."
The new campaign is scheduled to launch in November 2023.