Cases

Challenge:

In 2007, the Victorian government in Australia banned smoking inside licensed venues. Based on previous experience, Sustainability Victoria, an agency of the Victorian government, predicted cigarette-butt litter would increase outside pubs and clubs. According to the 2005 Victorian Litter Report, cigarette litter already constituted 56% of the state’s litter stream. Sustainability Victoria recognized the need for a campaign to change smokers’ behaviors.

Strategy:

Following extensive research and stakeholder consultation, a multi-faceted social marketing campaign was developed focusing on changing smokers’ behaviors at venues identified for high risk of increased littering. Harnessing hospitality-industry and local-government involvement, the nine-month campaign encouraged a collective approach to reducing cigarette-butt litter — involving the smoker, licensed premises and local and state governments. Activities were aimed at minimizing pressure on local governments, pubs and clubs, and provided incentives for stakeholders to take active roles in the campaign.

Campaign toolkits were provided to pub and club owners and local government staff. An incentive program was introduced to encourage licensed premises to buy appropriate butt bins. Radio, bus-shelter and other advertising, combined with a statewide media campaign, raised awareness of the issue and kept it on the public’s agenda. Smokers were targeted with a “Don’t Be a Tosser — Bin Your Butts” message, which used humor to mitigate feelings of being stigmatized. “Butts Champs” took to the streets to distribute personal ashtrays branded with the campaign’s “Don’t be a Tosser” message.

Impact:
There was a major increase in the number of smokers binning their butts and a decrease of almost one-half in butt-littering behavior, demonstrating that real behavior change had occurred. An independent evaluation also found that 73% of targeted venues actively supported the campaign and 66% of Victoria’s local governments participated in the campaign.

Results exceeded expectations and were achieved via a winning combination of collaboration with key stakeholders and a fully integrated approach including: distribution of creative and useful campaign promotional materials; a campaign message with strong recall; and extensive media publicity. The campaign was awarded an International Association of Business Communicators Gold Quill Excellence Award, for which it was voted “Best of the Best.” It also received the Public Relations Institute of Australia Golden Target Award in the environmental category.

Website: www.sustainability.vic.gov.au/www/html/2597-campaign-tracking-and-result...