Keep Britain Tidy's Littering Campaign Scales Up Cigarette Butts

 - Sep 2, 2014
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With over 6 million cigarette butts discarded in London’s Square Mile each year, it ends up costing about £3.8 million to clean up the mess afterwards—to raise awareness about this, Keep Britain Tidy set up an unmissable littering campaign.

The campaign involved installing giant cigarette butts all over the city, showing just what a disruption they cause to the city, as well as how bad they make the city look. Smokers can generally get away with flicking their used butts on the ground because they're so small, but this campaign serves as a reminder that cigarette butts belong in the trash or an ashtray after use. When the amount of litter is scaled up, it really makes a difference and reflects what a mess has been left behind in the city.