Media Release: 19 July 2011
‘Not a Good Look’, Butt Free Australia’s national awareness initiative has been given an exciting new make-over.
Fronting the campaign is the new and improved ‘Not a Good Look’ website which as well as providing clear information and dispelling the myths around butt littering, reiterates the importance of taking personal responsibility by encouraging active participation.
Amongst the highlights on the site, visitors are able to receive a free personal ashtray for themselves or a friend, download campaign resources, submit images, participate in polls, leave comments and watch videos on a dedicated channel.
Tools to encourage family, friends and colleagues to change their butt littering behaviour are also provided in the form of email templates and links to social media have also been developed.
According to Wendy Jones, CEO at Butt Free Australia ‘The new site has been set up in response to positive public feedback and discussion since it was first launched in May 2010 and that is something that we are sure will grow even more through the re-developed site’.
‘We know that butt litter is a significant litter issue, indeed around seven billion butts are littered in Australia each year, but sometimes people need to be reminded or given the tools to help them do something about the problem’ Jones said.
Launched in March 2010, ‘Not a Good Look’ is Butt Free Australia’s national awareness campaign and serves as an umbrella message for all of Butt Free Australia’s activities to ensure the greatest reach and impact can be obtained.
‘Not a Good Look’ derives from extensive independent behavioural research commissioned by Butt Free Australia. The innovative artwork that depicts butt litterers – real people – being photographed in the act of littering, as if caught by a CCTV network features strongly in the new site.
The campaign places personal responsibility at the forefront of the issue, conveying a strong message that it is the individual’s responsibility to correctly dispose of their cigarette butts.
To spread the message that butt littering is ‘Not a Good Look’ visit www.notagoodlook.com.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. The national research, ‘Understanding attitudes & behaviour behind cigarette butt littering’, was developed in response to the findings of behavioural research.
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.
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More media information from Wendy Jones, at Butt Free Australia
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