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Research Findings of Australia's Most Comprehensive Butt Litter Campaign A joint KESAB environmental solutions , Philip Morris Ltd and Imperial Tobacco Australia initiative. Campaign Goals. To develop and implement a butt litter campaign embracing multiple communication elements.

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Research Findings of Australia's Most Comprehensive Butt Litter CampaignA joint KESAB environmental solutions, Philip Morris Ltdand Imperial Tobacco Australia initiative.

campaign goals
Campaign Goals
  • To develop and implement a butt litter campaign embracing multiple communication elements.
  • To engage the smoking community to dispose of butts responsibly.
  • To form partnerships with stakeholders adding value to the campaign.
  • To conduct research and utilise findings to underpin ongoing campaign strategies .
campaign elements
Campaign Elements
  • Research smokers views and perceptions.
  • Research and monitor campaign message.
  • Encourage stakeholders and partner participation.
  • Undertake litter research and monitoring.
  • Establish synergy with other litter reduction and enforcement strategies.
  • Implement, promote, and manage media.
why butt litter
Why Butt Litter?
  • KESAB is the foremost litter education and campaign service provider in Australia.
  • KESAB conducts Australia’s leading litter count and trend index.
  • Identified that “blanket” litter campaigns were not reaching contemporary community.
  • Implement targeted litter strategies focusing on:

- building & construction site litter & waste - convenience food packaging

- cigarette butts

research an integral element
Research – An Integral Element

Research included:

  • Assessment of key influences (1998)
  • Litter Counts and Monitoring (ongoing)
  • Southbank Butt Out Bin Trial (3 years) (’00 – ‘03)
  • Personal ash tray use and acceptance (2001)
  • Campaign and education message (2002)
  • Trail advertising campaign (Adelaide) (2003)
  • St Kilda advertising campaign (2003)
  • Snowfields (Kosciusko Park) (2003)
  • Canberra & SummerNats Event (2004)
  • Brisbane/Gold Coast Campaign (2004)
  • Attribution and value adding (2004)
value adding elements
Value Adding Elements
  • Links to stakeholder initiatives (councils, catchment boards, business).
  • Media and public profile (events, newsletters etc).
  • Increased infrastructure and engagement (more bins).
  • Increased campaign dollar spend.
  • Measurable research findings (litter reduction and awareness).
please butt it then bin it
Please Butt It, Then Bin It.
  • Radio
  • Bus side panels
  • Free personal ash trays
  • Street theatre and interaction
  • Outdoor (mobile, major arterials, bus stops & billboards)
  • Environment Information Card and calendar
  • Stickers
  • Displays (shopping centres, councils, events)
  • Media and stakeholder interface and awareness
  • Develop and distribute campaign CD extension package
butt it campaign images
Butt It Campaign Images

Brisbane Roma Station Steps Gold Coast Mobile Outdoor

butt it visuals cont snow sticker bus shelter st kilda brisbane mobile city of adelaide display
Butt It Visuals cont.Snow Sticker, Bus Shelter, St Kilda/Brisbane Mobile, City of Adelaide Display
key research findings
Key Research Findings

Smokers

  • Many smokers do not realise butts have an environmental impact.
  • Smokers realise butts significantly contribute to litter.
  • Littering behaviour is blamed on poor bin placement and design.
  • Over half of smokers said they would change disposal behaviour if they were made aware of the issue.
  • Many smokers do not believe fines or enforcement would change their bad habit.
  • Smokers believed education campaigns should be aimed at all litterer’s and must not be condescending. (They were already incurring increased wroth from the public).
  • More butt bins were needed

- alongside existing litter bins

- at entrances to large buildings/complexes

- at bus stops and shelters

key research findings cont
Key Research Findings cont.

Campaign Message

  • Campaign message must not “blame” smokers.
  • Message should have credibility.
  • The “Butt Out” message concept was totally rejected as suggesting smokers had no concerns.
  • Traditional outdoor “clean scenery” imagery was rejected as being soft and not connecting.
  • Humour (radio ads) were overwhelmingly accepted as refreshing alternative especially “stinky butt”.
  • Whilst guilt should play a role it was very much about presenting positive perceptions.
  • Younger respondents tended to have more bravado and liked the idea of shock and horror (squalid scenes of rubbish choking the world).
  • Scepticism and ignorance of the impact of butts was an issue.
  • Most respondents endorsed the campaign concept.
  • The message should include an environmental focus.
key findings cont
Key Findings cont.

Campaign Awareness

Adelaide Aug. 2002

  • Awareness of butt litter advertising increased 14% (38%>52%).
  • Awareness was higher with the 18 – 24 year age group of respondents.
  • Positive response to behavioural change with 62% smokers saying they would be more responsible (49% > 62%).
  • Butt litter reduced by 10% (46% > 36%).
  • An estimated 300+ butt out bins were installed by stakeholders supporting the campaign.

St Kilda Feb. 2003

  • 37% of respondents had seen or heard Butt It advertising
  • Over half (52%) of smokers said the campaign would influence their behaviour.
  • Butt litter reduced by 45% in St Kilda during the campaign.
  • The St Kilda Festival showed significant butt littering during the event.
key findings cont15
Key Findings cont.

Southbank Bin Project ’01 – ’03

  • Butt Out bins installed SouthBank (140) and Botanic Gardens (20)
  • Bins cleaned twice per week .
  • Collection on Monday after four days butt litter 4 times each year.
  • Collected butts bagged, numbered, and weighed. (depicts bin usage).
  • 20% of rubbish counted was other litter.
  • Other litter increased during the trial period (4% > 20%).
  • Butts counted each period increased during the trial (7k > 29k).
  • Butts counted peaked during/following the Butt It Campaign (33k May ‘03).
  • Vandalism and theft of bins occurred during the trial period.
  • Estimated 7 million butt collected during 3 year trial.

Snowfields (Kosciusko & Falls Creek) ‘03

  • No Litter Counts were conducted in the snowfields project.
  • The Parks NSW partnership provided significant extended reach with retailers, hospitality, and chalet owners participating.
  • 66% of survey participants had seen or heard the Butt It campaign.
  • 31% Don’t Stick Your Butt, 18% Bin Butt, 9% Tosser.
  • 73% of respondents said it was positive advertising.
  • 53% stated they were more aware of the butt disposal.
key findings cont16
Key Findings cont.

Brisbane & Gold Coast Campaign Awareness March ’04

  • 31% respondents stated they were aware of butt disposal advertising.
  • Radio (36%), train stations (5%), were spontaneously cited.
  • 18% respondents spontaneously recalled at least one message.
  • 42% of respondents stated that tobacco companies had a responsibility to deliver butt litter messages.
  • 68% respondents stated that it was positive advertising and benefited the environment.
  • 46% were more aware of the issue of butt disposal.

Brisbane & Gold Coast Litter Monitoring April 2004

  • 30 sites (Brisbane) & 17 sites (Gold Coast) were monitored
  • Butts and cig packets litter reduced by 33% over 6 months
  • Retail (25%), Industrial (19%) , Car Parks and Highways (16% each) were most littered counted locations.
key findings cont17
Key Findings cont.

SummerNats Feb ’04

  • 51% respondents named banners as source and 20% radio.
  • 73% of respondents were aware of cigarette butt disposal advertising.
  • 22% said the advertising had made them more aware.
  • 12% had seen purchased or been given a personal ash tray.
  • 32% said there were enough butt bins (44% did not ).

Canberra Campaign Feb ’03

  • 39% of respondents stated they were aware of advertising
  • 42% said radio and 44% said TV (no TV campaign)
  • 55% respondents recalled at least one of the messages.
  • 68% respondents thought the campaign was positive and benefited the environment.
  • 47% of respondents said there were not enough ash trays/bins in Canberra.
value adding
Value Adding

The Butt It campaign attracted an estimated $2 million

dollars in 3rd party contributions.

Examples

  • 10% butt litter reduction in targeted areas.
  • 52% awareness in urban areas of advertising campaign.
  • 66% awareness in snowfields region (Thredbo, Perisher).
  • Media (radio, TV,) coverage via news & talk back $215k
  • Printed press, newsletters, and editorial features $120k
  • Bonus media placement $186k
  • Additional financial contribution (local target) $103k
  • Infrastructure installation (800 x Butt Out , Ash Can) $251k
  • Research and litter counts $85k
  • Displays, special events and ash tray distribution $30k
  • Partnership development & stakeholder interface $50k
  • Butt It pick up and promotion external to campaign (councils, business) $200k