Case Study: Keep Britain Tidy reduces cigarette litter with Carbon Creative's Flicking Blue Murder campaign

Keep Britain Tidy launches #BinTheButt with Carbon Creative using research from 2,000+ smokers

Keep Britain Tidy, an independent environmental charity, faced the challenge of reducing cigarette litter, which often enters waterways and harms marine life. They engaged vendor Carbon Creative to develop a hard-hitting behavioral change campaign utilizing brand, campaign, and motion services to educate the public and shock them into changing their habits.

Carbon Creative developed the "Flicking Blue Murder" campaign, which used a shock tactic approach with emotive visuals connecting street litter to ocean pollution. The solution included video ads, outdoor posters, and a launch event in Manchester featuring an installation of oversized cigarette butts. Carbon Creative's work successfully generated public and media engagement for the client's message, as evidenced by positive press coverage and high-profile endorsements.

Keep Britain Tidy