Susan Davis Project

1. Susan Davis Project

2. Overview of Cigarette Littering Campaign for Naperville (supplement for proposal)

3. The Problem… ▪Cigarette butt litter is the world’s greatest environmental litter problem and currently, Naperville has no cigarette littering plan. ▪Sidewalks in town and along the River Walk evidence the same unsightly and toxic litter. It’s a messy situation and one that will only worsen without intervention. Source:http://www.buttsout.net/litter.stats

4. The Solution… ▪Implementing the cigarette littering prevention program, “Save Your Butt” ▪Building on the success of many other towns, it will help reduce cigarette butt litter (CBL) up to 45%, improving an already strong community and keeping Naperville ranked among the top ten best places to live in the United States.

5. Why People Litter… ▪Most individuals who toss their butts do not consider this behavior to be littering. ▪People do not believe that throwing a little cigarette butt on the ground will make a difference in the environment .

6. A Few Facts ▪Approximately 1 in 3 cigarettes end up as litter. ▪80,000 metric tons of cigarettes were littered in the USA in 2007 -enough butts to fill 30 Olympic-size swimming pools. ▪Cigarette filters are made of plastic cellulose acetate and can take up to 10 years to break down. They are not made from cotton and they are not biodegradable. . Source: http://www.kab.org

7. A Few More Facts ▪Chemicals such as cadmium, lead and arsenic are leached by cigarette butts into our marine environment within an hour of contact with water. ▪Cigarette butts have been found in the stomachs of fish, whales, birds and other marine animals. ▪Litter clean-up costs millions of dollars.

8. Belief Necessary for Change ▪Tossing one butt does matter, it all adds up to a big problem. ▪Believe that others do notice your behavior; it is offensive and illegal.

9. Desired Behavior ▪The desired behavior is to encourage smokers who litter to “save their butt” until it can be disposed of properly. ▪Proper disposal includes using ash urns, a pocket ash tray or disposing of litter in appropriate place, not on the ground.

10. Campaign Objectives ▪Create awareness of problem through education. ▪Create belief that people care about littering and may view offenders with disdain.▪Convince people that tossing a cigarette is littering and is just as harmful as tossing other refuse. ▪Change behavior to using proper disposal rather than tossing item on the ground. ▪Enable the issuance of tickets and community cleanup to offenders.

11. Campaign Goals ▪Install additional outside ash receptacles at transition points, outside train station, businesses in town, etc. ▪Encourage the use of pocket ash trays. ▪Increase education about the harmful effects of cigarette littering. ▪Decrease the amount of cbl in downtown Naperville.

12. Tangible Products ▪More outdoor ash bins ▪Personal ash trays ▪Littering Facts handout (bookmark size) ▪Ads and posters of ads ▪Sidewalk stencil of logo ▪Campaign Awareness Kick-off celebration ▪Cigarette litter scan ▪Survey

13. Marketing Strategies ▪Ads will focus on customer’s reasons they litter and a reply; a myth buster approach. Ads will feature a statement, response and solution, highlighting the myth buster in graphic representation. Education through advertising is the goal.

16. Marketing Strategies ▪Ad series (3) to appear in the SUN, or local Naperville publications ▪Posters in bars, AA clubs, quit smoking clubs, coffee shops, business windows downtown, and convenience stores are all possible hot spots. ▪Other media might include: radio, press releases, and PSA’s on public access television.

17. Marketing Strategies ▪An event for clean-up could be orchestrated, creating awareness and effectively reducing litter with the help of the community. Perhaps a famous spokesperson could be enlisted to appear at a local fundraiser, as in Rockford’s clean-up campaign in which Philippe Cousteau spoke on the topic of littering and protecting the environment.

18. Step by Step ▪Behaviors, beliefs, knowledge, attitudes and target market will be examined, ultimately providing clear direction for marketing campaign. ▪This can be accomplished with a survey, perhaps posted on the website and created electronically. ▪A follow up survey can be conducted to measure level of change after the program has been in operation for three months.

19. Step by Step ▪Conduct a cigarette litter scan to determine how many butts are littered in the downtown area. Keep America Beautiful provides details on how to organize a scan and I have attached this information at the end of the proposal. ▪The count should be repeated after campaign has aired for three months, providing data as to the success of the campaign.

20. Step by Step ▪Ads and creative should be implemented: Print posters, insert ads into publications, run PSA’s and radio spots, apply sidewalk stencils to problem areas and display yard signs. ▪Install outdoor ash receptacles ▪Launch kick-off awareness celebration ▪Distribute personal ash trays ▪Repeat CBL scan and survey to determine success of program

21. Conclusion ▪Cigarette litter is a prodigious problem; it is the most frequently littered item worldwide.It is unsightly, unhealthy and costly to clean up. ▪Each town must take responsibility for contributing to the solution. Naperville can advance its first-class reputation by adopting a cigarette littering campaign. ▪We are part of a global community and can, with a little effort, clean up our surroundings and contribute to increased awareness of littering and its impact on the environment.