“Box Your Butts”: The New Initiative Making Waves in the Fight Against Litter
In a bid to tackle one of the most pervasive litter problems in the UK, environmental charity Keep Britain Tidy has unveiled a new campaign aimed at encouraging smokers to dispose of their cigarette butts responsibly. Partnering with London agency VCCP, the charity has introduced an innovative solution: the “Butt Box” – a portable ashtray designed to offer smokers a convenient way to discard their cigarette ends without littering.
The Scope of the Problem
Cigarette butts are the most littered item globally, making up a staggering 66% of all littered items. These tiny remnants of cigarettes are more than just an eyesore; they represent a significant environmental hazard. Made from plastic, cigarette butts do not biodegrade. Instead, they break down into microplastics over time, releasing toxic chemicals such as arsenic, lead, and nicotine into the earth and waterways. This pollution affects ecosystems at every level, from microorganisms to larger plants, animals, and aquatic life.
Nearly three million cigarette butts are discarded in the UK every day, contributing to widespread environmental damage. Despite this, many smokers are unaware of the long-term impact of their discarded butts, with a common excuse being the lack of available bins when needed. To address this issue, Keep Britain Tidy has stepped in with a practical and innovative solution.
Introducing the Butt Box
The Butt Box is a compact, smell-proof, and fire-proof container that smokers can carry with them to safely store their cigarette butts until they can be properly disposed of in a bin. Made from 100% recycled materials, the Butt Box is not only practical but also environmentally friendly, and it can itself be recycled when no longer needed.
Keep Britain Tidy CEO, Alison Ogden-Newton OBE, highlighted the importance of this new initiative: “Cigarette butts are the country’s – and the world’s – most widespread litter problem with billions being thrown on the ground or dropped down drains every year. As a charity, we are always looking for new and innovative ways to engage the public and encourage them to do the right thing when it comes to litter, and that is why we are so excited to see how the public reacts to our latest campaign.”
A Campaign with Humour and Impact
To promote the Butt Box, VCCP has created a 60-second digital out-of-home advertisement featuring the campaign’s mascot, Drake. This quirky and humorous character engages smokers, showing them how the Butt Box works and encouraging them to adopt this simple solution. The campaign cleverly avoids a preachy tone, focusing instead on humour to resonate with the audience.
“Cigarette butts are, quite frankly, rubbish. In fact, we drop more pesky butts in the streets than any other item. So, Keep Britain Tidy is distributing personal ashtrays to get people to box their butts rather than ditching them on the pavement. It’s such a neat solution, we needed to get people using them,” said VCCP creative director, Frances Leach.
The campaign is part of a broader behaviour change programme by Keep Britain Tidy, which aims to reduce cigarette littering by educating the public and providing practical tools like the Butt Box. The charity’s research shows that more than 80% of smokers in England were reached by their behaviour change campaign, with significant reductions in cigarette littering behaviour in targeted hotspots.
Join the Movement: Order Your Butt Box
As part of the national trial, Keep Britain Tidy is offering the Butt Box to the public. Smokers can order a Butt Box online, paying just £4.95 for postage and packaging. Stocks are limited, and the charity is encouraging people to act quickly to secure their own Butt Box and join the movement to reduce cigarette litter.
“By making the Butt Box easily accessible and highlighting the environmental impact of cigarette butts, we hope to make responsible disposal a habit for every smoker,” Ogden-Newton added.
The Bigger Picture
Keep Britain Tidy’s latest campaign is a testament to the power of innovation and humour in driving social change. By addressing a widespread environmental issue with a practical and engaging solution, the charity is not only helping to keep the streets cleaner but also raising awareness of the broader impact of litter on our planet.
So next time you finish a cigarette, remember to do your bit – bin it, or box it.
Reference: https://www.keepbritaintidy.org/smoking-related-litter
