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The #IGiveAButt campaign and a partnership with Keep Wales Tidy aim to encourage adult smokers to take more responsibility when it comes to discarding their cigarette butts.
As part of the #IGiveAButt campaign, JTI is providing a practical solution to the problem with a portable ‘Stub Tidy’ that acts as a temporary way to hold cigarette butt litter until a bin becomes available. The scheme is to be piloted among 5,000 adult smokers via a nationwide digital sampling campaign in conjunction with the Daily Mail and Metro. Adult smokers will be able to request their free #IGiveAButt “Stub Tidy” from 24 September by visiting the Daily Mail or Metro websites.
JTI has invested in out of home advertising, including digital sheets and billboards, which will be placed around four central London train stations to educate and remind adult smokers about the importance of discarding their cigarette butt waste responsibly.
The second campaign, in conjunction with Keep Wales Tidy, is planned to launch later this year when local Covid-19 restrictions in South Wales have been lifted. Working alongside behaviour change experts, they will test the impact of positive messaging on smoking-related litter levels in Abertillery, Ebbw Vale and Tredegar. These bilingual messages will remind smokers to dispose of their litter responsibly – using the hashtags #TidyButts and #BonionTaclus.
Charlie Cunningham-Reid, corporate affairs and communications vice-president at JTI UK, said: “Both of these campaigns give us the chance to test and evaluate how effective these practical and educational initiatives are, before potentially rolling out the initiatives further. We are keen to play our part as a responsible manufacturer and bring tangible changes and results to help reduce the impact on our environment.”
JTI said its decision to invest in these initiatives is based on consumer insight, which highlighted that only 47% of adult smokers think enough is being done to eradicate cigarette butt litter on the streets of the UK.
