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Campaign Goals

Research Findings of Australia's Most Comprehensive Butt Litter Campaign A joint KESAB environmental solutions , Philip Morris Ltd and Imperial Tobacco Australia initiative. Campaign Goals. To develop and implement a butt litter campaign embracing multiple communication elements.

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Campaign Goals

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  1. Research Findings of Australia's Most Comprehensive Butt Litter CampaignA joint KESAB environmental solutions, Philip Morris Ltdand Imperial Tobacco Australia initiative.

  2. Campaign Goals • To develop and implement a butt litter campaign embracing multiple communication elements. • To engage the smoking community to dispose of butts responsibly. • To form partnerships with stakeholders adding value to the campaign. • To conduct research and utilise findings to underpin ongoing campaign strategies .

  3. Campaign Elements • Research smokers views and perceptions. • Research and monitor campaign message. • Encourage stakeholders and partner participation. • Undertake litter research and monitoring. • Establish synergy with other litter reduction and enforcement strategies. • Implement, promote, and manage media.

  4. Why Butt Litter? • KESAB is the foremost litter education and campaign service provider in Australia. • KESAB conducts Australia’s leading litter count and trend index. • Identified that “blanket” litter campaigns were not reaching contemporary community. • Implement targeted litter strategies focusing on: - building & construction site litter & waste - convenience food packaging - cigarette butts

  5. Research – An Integral Element Research included: • Assessment of key influences (1998) • Litter Counts and Monitoring (ongoing) • Southbank Butt Out Bin Trial (3 years) (’00 – ‘03) • Personal ash tray use and acceptance (2001) • Campaign and education message (2002) • Trail advertising campaign (Adelaide) (2003) • St Kilda advertising campaign (2003) • Snowfields (Kosciusko Park) (2003) • Canberra & SummerNats Event (2004) • Brisbane/Gold Coast Campaign (2004) • Attribution and value adding (2004)

  6. Value Adding Elements • Links to stakeholder initiatives (councils, catchment boards, business). • Media and public profile (events, newsletters etc). • Increased infrastructure and engagement (more bins). • Increased campaign dollar spend. • Measurable research findings (litter reduction and awareness).

  7. Please Butt It, Then Bin It. • Radio • Bus side panels • Free personal ash trays • Street theatre and interaction • Outdoor (mobile, major arterials, bus stops & billboards) • Environment Information Card and calendar • Stickers • Displays (shopping centres, councils, events) • Media and stakeholder interface and awareness • Develop and distribute campaign CD extension package

  8. Butt It Campaign Images Brisbane Roma Station Steps Gold Coast Mobile Outdoor

  9. Butt It Visuals cont.Snow Sticker, Bus Shelter, St Kilda/Brisbane Mobile, City of Adelaide Display

  10. Visuals cont.Personal ash tray counter display,enviro card,roadside hoop,street sign

  11. Visuals cont.Melbourne Tram, Bus Shelter Adelaide, SummerNats Canberra ,

  12. Key Research Findings Smokers • Many smokers do not realise butts have an environmental impact. • Smokers realise butts significantly contribute to litter. • Littering behaviour is blamed on poor bin placement and design. • Over half of smokers said they would change disposal behaviour if they were made aware of the issue. • Many smokers do not believe fines or enforcement would change their bad habit. • Smokers believed education campaigns should be aimed at all litterer’s and must not be condescending. (They were already incurring increased wroth from the public). • More butt bins were needed - alongside existing litter bins - at entrances to large buildings/complexes - at bus stops and shelters

  13. Key Research Findings cont. Campaign Message • Campaign message must not “blame” smokers. • Message should have credibility. • The “Butt Out” message concept was totally rejected as suggesting smokers had no concerns. • Traditional outdoor “clean scenery” imagery was rejected as being soft and not connecting. • Humour (radio ads) were overwhelmingly accepted as refreshing alternative especially “stinky butt”. • Whilst guilt should play a role it was very much about presenting positive perceptions. • Younger respondents tended to have more bravado and liked the idea of shock and horror (squalid scenes of rubbish choking the world). • Scepticism and ignorance of the impact of butts was an issue. • Most respondents endorsed the campaign concept. • The message should include an environmental focus.

  14. Key Findings cont. Campaign Awareness Adelaide Aug. 2002 • Awareness of butt litter advertising increased 14% (38%>52%). • Awareness was higher with the 18 – 24 year age group of respondents. • Positive response to behavioural change with 62% smokers saying they would be more responsible (49% > 62%). • Butt litter reduced by 10% (46% > 36%). • An estimated 300+ butt out bins were installed by stakeholders supporting the campaign. St Kilda Feb. 2003 • 37% of respondents had seen or heard Butt It advertising • Over half (52%) of smokers said the campaign would influence their behaviour. • Butt litter reduced by 45% in St Kilda during the campaign. • The St Kilda Festival showed significant butt littering during the event.

  15. Key Findings cont. Southbank Bin Project ’01 – ’03 • Butt Out bins installed SouthBank (140) and Botanic Gardens (20) • Bins cleaned twice per week . • Collection on Monday after four days butt litter 4 times each year. • Collected butts bagged, numbered, and weighed. (depicts bin usage). • 20% of rubbish counted was other litter. • Other litter increased during the trial period (4% > 20%). • Butts counted each period increased during the trial (7k > 29k). • Butts counted peaked during/following the Butt It Campaign (33k May ‘03). • Vandalism and theft of bins occurred during the trial period. • Estimated 7 million butt collected during 3 year trial. Snowfields (Kosciusko & Falls Creek) ‘03 • No Litter Counts were conducted in the snowfields project. • The Parks NSW partnership provided significant extended reach with retailers, hospitality, and chalet owners participating. • 66% of survey participants had seen or heard the Butt It campaign. • 31% Don’t Stick Your Butt, 18% Bin Butt, 9% Tosser. • 73% of respondents said it was positive advertising. • 53% stated they were more aware of the butt disposal.

  16. Key Findings cont. Brisbane & Gold Coast Campaign Awareness March ’04 • 31% respondents stated they were aware of butt disposal advertising. • Radio (36%), train stations (5%), were spontaneously cited. • 18% respondents spontaneously recalled at least one message. • 42% of respondents stated that tobacco companies had a responsibility to deliver butt litter messages. • 68% respondents stated that it was positive advertising and benefited the environment. • 46% were more aware of the issue of butt disposal. Brisbane & Gold Coast Litter Monitoring April 2004 • 30 sites (Brisbane) & 17 sites (Gold Coast) were monitored • Butts and cig packets litter reduced by 33% over 6 months • Retail (25%), Industrial (19%) , Car Parks and Highways (16% each) were most littered counted locations.

  17. Key Findings cont. SummerNats Feb ’04 • 51% respondents named banners as source and 20% radio. • 73% of respondents were aware of cigarette butt disposal advertising. • 22% said the advertising had made them more aware. • 12% had seen purchased or been given a personal ash tray. • 32% said there were enough butt bins (44% did not ). Canberra Campaign Feb ’03 • 39% of respondents stated they were aware of advertising • 42% said radio and 44% said TV (no TV campaign) • 55% respondents recalled at least one of the messages. • 68% respondents thought the campaign was positive and benefited the environment. • 47% of respondents said there were not enough ash trays/bins in Canberra.

  18. Value Adding The Butt It campaign attracted an estimated $2 million dollars in 3rd party contributions. Examples • 10% butt litter reduction in targeted areas. • 52% awareness in urban areas of advertising campaign. • 66% awareness in snowfields region (Thredbo, Perisher). • Media (radio, TV,) coverage via news & talk back $215k • Printed press, newsletters, and editorial features $120k • Bonus media placement $186k • Additional financial contribution (local target) $103k • Infrastructure installation (800 x Butt Out , Ash Can) $251k • Research and litter counts $85k • Displays, special events and ash tray distribution $30k • Partnership development & stakeholder interface $50k • Butt It pick up and promotion external to campaign (councils, business) $200k

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