National Awareness Campaign for Cigarette Butt Litter

Cigarette butts are one of the most commonly littered items worldwide, and their impact on the environment is often underestimated by the general public. Understanding the importance of their proper disposal is essential in fostering a more sustainable and litter-free society.

Proactive was appointed by Regional Waste Management Offices on behalf of the Department of Climate Action, Communications and the Environment to develop a creative suite of assets to engage the public.

Butts belong in bins

Visual representation alongside impactful messaging plays a pivotal role in raising awareness and inspiring action. As part of the campaign, Proactive developed a prominent Bin It graphic, supported by imagery and powerful messaging that grabs attention but more importantly encourages action.

street ad bin it

Out of Home

A national out-of-home campaign was rolled out on bus shelters and at SuperValu digital displays across Ireland.

Online Campaign

Digital assets were created for an online awareness campaign spanning Digital Display, Meta, and X platforms, available in both English and Irish languages.

Proactive Project Team

  • Messaging and creative copy – Breda Newell
  • Branding and creative design – Tara Morgan
  • Digital Ads – Alex O’Connor