Keep Britain Tidy - Change Starts With you

Tackling the myths around cigarette litter

A challenge came from Keep Britain Tidy to raise awareness of the long-term hazards resulting from cigarette litter. Namely, the longevity of cigarette butts (14 years!?) and their toxic effect on the environment.

Working with the team at 23Red, the creative process involved crabs, raps, sing-alongs and bums.

But(t), in the end, it was seeing the world from a cigarette’s perspective which highlighted the scale of the problem most effectively; outlasting the seasons and harming nature.

The solution is simple: Change Starts With You.