Volunteers for Coastal Cleanup Day on the california coast helps remove trash and litter from our beaches. Cigarette butts are the #1 coastal litter contributor.
Butts kill beaches.
Cigarette butts are little toxic waste sites, emitting poisons like arsenic and lead into the environment, and even into our drinking water systems. Trash, including cigarette butts travel downhill and end up in waterways miles and miles from the coast.
The campaign goal was to get participants to join cleanup day in locations near and inland from the coast, and to de-normalize the behavior of littering cigarette butts.
The campaign included event posters and social posts. A t-shirt. And a die-cut postcard that turned into a foldable cigarette butt pouch. If people collected butts, they received a t-shirt. An additional proposal was a smart vending machine that traded mints for cigarette butts.
The results:
More than 59,000 people removed over 700,000 pounds of trash and recyclable material, including cigarette butts, from California's coast and inland waterways. The clean up had a record breaking 922 confirmed cleanup sites across the state and again cleaned more shoreline inland than on the coast.
Role:
Art Director
Design
Photography
