cigarette but litter case study

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Recommended: Has advertising had an effect on tobacco use in the United States

Victoria is one of the most urbanised states in Australia. However, cigarette butt litter is a major issue in Victoria. This is a research about Sustainability Victoria’s “Don’t Be a Tosser, Bin Your Butts” campaign organised by The Reputation Group (TGR) from February to September 2007. “Don’t Be a Tosser, Bin Your Butts” is a cigarette butt litter awareness and behavioural change campaign. The intention was to urge smokers to bin their butts. It was a successful campaign as it has exceeded its objectives and showed positive results.

In July 2007, Victoria Government introduced a new tobacco legislation to prohibit indoor smoking in all licensed premises. With the new regulation implemented, Sustainability Victoria predicted that the amount of butt litter would gradually increase, particularly outside of clubs and pubs. Thus, Sustainability Victoria decided to organise a statewide campaign hoping to change the smokers’ behavior by developing the sense of responsibility in them. The campaign targeted its audiences through an educational yet hilarious and catchy slogan in order to capture smokers' attention. This concept was applied to avoid the smokers from being offended by the campaign message. The research methods involved were focus group, consultation with the hospitality industry, telephone interviews with venue managers and data analysis of Liquor Licensing Victoria (UTS Library 2008). Numerous campaigns related to cigarette butts litter have conducted in the past. For examples, the "No Butts, Stub It, Bin It" campaign was carried out by Keep Britain Tidy concentrated on encouraging smokers to be responsible on disposing their butts (ENCAMS, 2008). Moonee City Council’s "Butt It, Bin It" campaign in 2000 was an educative...

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...he right thing, free transport cards were given to in return as a reward.

Furthermore, through telephone interviews with venue managers, we get to determine the ideal messages to send out and the delivery strategies that best captured public attention. Hence, advertising in a humorous educative form was conducted. A funny yet knowledgeable radio advertisement was produced. Posters were seen at venues vicinity especially on bus shelter and even in the hotel washroom. Campaign website and e-newsletter were available and always up-to-date on the progress for local government and stakeholders. The campaign was launched by media personality, Jo Stanley to get widespread media coverage. Butt Litter Prevention Workshops for local government staff, environmental health officers and councils was held to aid their capability in dealing the problem through training programs.

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