Giant cigarettes were heaped in piles on Villiers Street (The City of London, No Small Problem Campaign, 2014) and ‘Butts Out’ on-the-go ashtrays were given out to smokers.
Rationale: This tested the behaviour change theory that if you ‘make it easy’ for someone to engage in the desired behaviour, they are more likely to do it. Giving people who smoke portable on-the-go bins makes it easier for them to dispose of their waste responsibly. Butts Out was done in tandem with ‘Chalking the Talk’ (2.6) and the giant cigarettes in order to highlight the scale of the problem whilst providing a solution.
Public Participation: 2000 Butts Outs containers given out to people who smoke and regularly pass through Villiers Street over six sessions. Three local pubs and bars agreed to each stock 200 containers, all of which were given out to local smokers.
The behavioural observations found that cigarette butt littering decreased by 8% from before to during the campaign. September was the month when cigarette littering behaviour was the lowest, achieving an 18% reduction compared to baseline. This corresponds to the month when cigarette litter prevention activities took place at Villiers Street
One off stunts tend to work better if combination to campaigns that run for a longer period of time. Consider how smokers may not like to be approached while smoking. Thus, installations and/or hand-outs may work better than stunts that actively engage smokers.