Case Study: Keep Britain Tidy reduces cigarette litter with Carbon Creative's Big Butts campaign

Keep Britain Tidy tackles 6 million cigarette butts with Carbon Creative

Keep Britain Tidy, an independent environmental charity, collaborated with vendor Carbon Creative on a campaign to tackle the significant litter problem of cigarette butts in the City of London. The challenge was to create a high-impact campaign that would reach smokers, educate them that cigarette butts are litter, and ultimately reduce the six million butts dropped annually in the city.

Carbon Creative developed a multi-platform campaign featuring striking imagery of London landmarks covered in giant cigarette butts. Their solution included outdoor signage, beer mats, and a PR stunt utilizing 50 massive prop cigarette butts placed across London. This approach successfully generated substantial public and social media attention, including TV documentary coverage. The vendor's work helped raise awareness about the issue and the associated £3.8 billion street cleaning costs, encouraging a change in behavior.

Keep Britain Tidy