What is the Situation with Cigarette Related Litter ... - Keep Britain Tidy

• Appeal to reason and consideration– consider providing a ‘call to action’; and• Provide relevant visual images – vivid images such as piles of cigarette butts orgroups of smokers outside offices 86 .6.1.1 Case studiesSeveral case studies of cigarette litter education campaigns implemented around the UKare described below. It is hoped that further case studies from local authorities inEngland will be supplemented to this document over time.ENCAMS Cigarette Litter Campaign: ENCAMS ran a successful cigarette-litteringcampaign in February 2006, in partnership with ten local authorities. The campaignresulted in a 35% decrease in cigarette related litter. The campaign was targeted at allsmokers and the slogan was ‘However you disguise it, it’s still litter. No butts – stub it, bin it’.The campaign was a multi-faceted approach including:• Poster advertising – Three images and a slogan were developed to let smokersknow that cigarettes are litter (‘however you disguise it its still litter’), provide acall to action (i.e ‘stub it – bin it’) and provide them with a solution (i.e a freeportable ashtray at ASDA).The images appeared on 417 billboards, 1492phoneboxes, 410 bus shelters, 95 bus rears and 16 train stations across 23 cities.Additionally, over 13,000 A3 posters were distributed to business and localauthorities.• Giveaways – ASDA distributed 250,000 free portable ashtrays at storesthroughout the UK, plus ENCAMS distributed 6,400 portable ashtrays to membersof the public. This provided a practical means by which to appropriatelydispose of cigarette butts.• Website promotion – due to promotion on the ENCAMS website, 380 dedicatedcigarette bins were purchased by local authorities and a total of 69,395portable ashtrays were sold during the campaign period. The cigarette littercampaign section of the ENCAMS website received 7,148 hits between Januaryand March 2006. This further extended awareness of the campaign and helpedto implement practical solutions to the problem.• Media – 2 weeks of media relations were conducted to create awarenessabout the campaign. Media coverage was extensive, with the campaignfeaturing in national newspapers such as Daily Express and Daily Star andwebsites such as BBC News Online and Manchester Online. TV and radiocoverage included BBC South East TV, Granada TV, BBC TV East Midlands andFive Live, BBC Radio Two drivetime and BBC Radio Foyle. Regionally, around 50regional newspapers and 30 radio stations covered the campaign.The ten local authorities (Barnsley, Blackpool, Bolton, Bristol, Cambridge, Charnwood,Enfield, Leeds, Sheffield and, Tonbridge and Malling) participated by displaying posters,installing wall mounted ashtrays, carrying out local PR, promoting portable ashtrays,increasing enforcement and monitoring cigarette litter.86 ENCAMS (Sept 2005) Cigarette related litter, Stage 2 DebriefSituation Report - Final 21