Mayor of London-Small butts, Big problem
About 4.5 trillion cigarette butts are produced each year world-wide. Because of their size, cigarette butts are easily ignored by people and often go unnoticed. In London more than 78% of them are discarded on pavements and streets which can caused more harmful to the environment than plastic bags. Cigarette butts have become one of the main problems affecting the environmental sanitation of London. The cleaning bill for disposing of discarded butts runs into millions of pounds each year. So we need people “see” the cigarette butts and let them realise that by not disposing of their butts they are adding to the pollution of the city. Proposition: Bin your butts.
We created an advertising campaign for the Mayor of London, by linking offline ambient advertising with online promotion on social media, in order to let smokers to see the problem in a big way, aware of the danger of throwing cigarette butts. ambient media installations (landmarks) and through people photographing ambient media learn how to dispose of butts responsibly. Hence, the (butt) litter bins.
We main use AMBIENT MEDIA, Mayor of London will commission the artist Christo to Produce a series of ambient installations-- “big cigarette butts”, use cloth to drap over the landmarks in London.We want smokers who discard their cigarette butts irresponsibly to see the problem in a big way - a problem they cannot ignore.
On the street, we also designed a series of small ambient devices (mainly litter bins). Most of these ambient devices are located on the street where people often smoke.
Scan the “Butts”
All ambient media do not have text. Only when passers-by photograph the landmarks, Mayor of London’s message will pops up and explain the problem of cigarette butts and how to dispose of them. And then, audience can share the photo of the “cigarette butts” they had taken on social media.
Social media #Bin your butts!
For online promotion, we will use the hashtag #bin your butts! on social media and feature our ambient media under this hashtag which will arouse people’s curiosity and trigger discussion and ultimately change behavior.
Final work