Drains aren’t bins for butts – and Keep Britain Tidy wanted to drive behaviour change amongst smokers, to stub out bad habits.
To educate smokers on the issue, we temporarily rebranded London’s ‘White Swan’ pub to ‘The Poisoned Swan’, working with Johnny Vegas (who received a fine for a drain butt).
Over 2000 ‘Butt Boxes’ were ordered in the 20 minutes following Johnny’s appearance on BBC Breakfast. Now, 12% fewer smokers believe it’s acceptable to put a butt down a drain.
The impact
13
pieces of broadcast coverage
34
pieces of online and print coverage
2k+
‘butt boxes’ ordered during BBC Breakfast
12%
fewer smokers agree with drain disposal
