Butt Free launches its ‘Not a Good Look’ campaign

Butt Free Australia, via agency Connecting Images Marketing Communications, Melbourne, is launching a national awareness campaign, designed to change butt littering behaviour and reduce the environmental problems caused by cigarette butt litter.

The ‘Not a Good Look’ campaign will roll out across the country using a combination of billboard advertising on outdoor supersites in many capital cities, in-door media channel advertising at targeted hospitality venues and community service announcements. 

The campaign communicates that dropping or flicking cigarette butts is’Not a Good Look’ by depicting butt litterers – real people – beingphotographed in the act of littering, as if caught by a CCTV network.

The campaign was created by Mark Thornton, MD of Connecting Images, with photography by Jesse Marlowe.

According to Wendy Jones, executive director at Butt Free Australia,the ‘Not a Good Look’ campaign conveys the message that littering is’Not a Good Look’, neither for the litterer nor the area being littered: “It encourages the broader community to reassess itsattitudes to cigarette butt littering,” Ms Jones says, “and remindssmokers to PLEASE BUTT IT, THEN BIN IT®.”

Butt Free Australia is also launching the campaign website www.notagoodlook.com.auto coincide with Butt Free City campaign which happens in May, when anumber of councils across Australia partner with Butt Free Australia inlocal initiatives.

As well as educating people about the impacts of cigarette butt litter,the website will provide them with the tools to do something about it,including the opportunity to get a FREE personal ashtray.  

To share the vision and join the move toward a ‘Butt Free Australia’, visit www.buttfree.org.au