Environmental charity Keep Britain Tidy has launched its first-ever TV advertising campaign as it looks to drastically curtail smoking-related litter in the UK.
With cigarette butts accounting for 66% of all litter dropped in the UK, their impact on the environment is severe – Keep Britain Tidy’s campaign aims to educate the public on the damaging truth behind smoking-related litter, with each butt taking an estimated 14 years to break apart, releasing numerous toxic substances and microplastics as they do so.
Developed in partnership with creative agency 23red, the campaign will span a wide range of assets across TV, broadcaster video-on-demand, out-of-home, radio, digital audio and social. Anchored the tagline “Bin it or take it with you”, the creative aims to positively change behaviours among smokers.
“Every day, millions of cigarette butts are poisoning our environment, doing damage that can never be undone. This is why our campaign is so important,” Keep Britain Tidy CEO, Alison Ogden-Newton said.
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“We are looking forward to working with 23red and Wavemaker to help spearhead our campaign. With their highly collaborative, integrated approach and passion for purpose-driven behaviour change, these two agencies are ideal partners to support us in stamping out this issue, once and for all.”
The campaign is set to be Keep Britain Tidy’s first brand campaign since it appointed 23red to handle creative and PR and Wavemaker UK to handle strategic planning and buying.
23red strategy partner, Simon Mutter added: “Keep Britain Tidy is one of the key driving forces behind a more environmentally friendly Britain. Its mission has never been more relevant.”
“This important brief is about improving the environment on all our doorsteps. Flicking is habitual, unconscious and normalised, so we’re excited to draw on our behaviour change experience in public health and sustainability to get smokers to take responsibility for the environmental impact of their habit and bin their butts.”
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66% of all litter dropped in the Uk is massively misleading. It is like saying 66% of all supermarket foods are rice grains. The ‘slogan’ of this campaign suggests 66% by volume not by number of items. This is a scandal that will eventually sink an otherwise well meaning and probably necessary campaign. Somebody in the marketing department has overshot their brief.