Media Release: 29 March 2010
Butt Free Australia launches a national awareness campaign today, designed to change butt littering behaviour and reduce the environmental problems caused by cigarette butt litter.
The innovative 'Not a Good Look' campaign depicts butt litterers – real people - being photographed in the act of littering, as if caught by a CCTV network. It will use a combination of billboard and hospitality venue advertising, and community service announcements.
According to Wendy Jones, Executive Director at Butt Free Australia, the ‘Not a Good Look’ campaign conveys the message that littering is ‘Not a Good Look’, neither for the litterer nor the area being littered.
“It encourages the broader community to reassess its attitudes to cigarette butt littering,” Ms Jones says, “and reminds smokers to PLEASE BUTT IT, THEN BIN IT®.”
Butt Free Australia is also launching the campaign website www.notagoodlook.com.au to coincide with Butt Free City campaign which happens in May, when a number of councils across Australia partner with Butt Free Australia in local initiatives.
As well as educating people about the impacts of cigarette butt litter, the website will provide them with the tools to do something about it, including the opportunity to get a FREE personal ashtray.
To share the vision and join the move toward a ‘Butt Free Australia’, visit www.buttfree.org.au
Background to ‘Not a Good Look’
The ‘Not a Good Look’ campaign was developed to raise the awareness of the problem of cigarette butt littering in the broader community and to change the behaviour that causes it. It was developed in response to the findings of behavioural research undertaken last year by research company Millward Brown.
The national research, ‘Understanding attitudes & behaviour behind cigarette butt littering’, was released last November to coincide with the launch of the new Butt Free Australia brand and website www.buttfree.org.au.
The Bigger Picture
Currently, nearly one in two of all items found in the litter stream are cigarette butts (according to the Keep Australia Beautiful National Litter Index). Working with strategic partners and through some very proactive communication campaigns, Butt Free Australia is using the research findings to work towards reducing this number.
About Butt Free Australia
Butt Free Australia is a product stewardship organisation focussed on reducing the environmental impact of cigarette butt littering. Product stewardship initiatives provide avenues for everyone involved in a product chain to share responsibility for the products they produce, handle, purchase, use or discard.
British American Tobacco Australia (BATA) funded the establishment of the independent Butt Littering Trust (now trading as Butt Free Australia) in 2003. The Trust has always openly acknowledged its origins, and that BATA is still its major contributor.
Butt Free Australia’s activities include: social and behavioural research, awareness raising initiatives such as ‘Not a Good Look’, resource development and on-the-ground projects including Butt FREE City, a nation wide initiative run in partnership with many city councils, or other key stakeholders around Australia.
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Prepared by Connecting Images Marketing Communications, for Butt Free Australia.
More media information from Michele Eckersley,
t 03 9819 2566 e
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
m 0422 726344
or
Wendy Jones, at Butt Free Australia
t 03 9898 0087 e
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m 0418 172 400
