UK-based independent environmental charity, Keep Britain Tidy, has launched an integrated brand campaign titled You’re not a litterer, in partnership with VCCP London and Cowry … read moreConsulting, one of the world’s leading Behavioural Science consultancies, created to stop people dropping cigarette butts, which accounts for 66% of all litter in England. Directed by Andy McLeod through Rattling Stick, the TV ad features a judgemental duck who casts judgement on smoker’s behaviour without shaming the individual, allowing them to see the error of their ways. The duck acts as a silent observer, who can in a non-confrontational way point out how smokers wouldn’t dream of littering crisp packets or water bottles, so why on earth would they litter a cigarette butt?
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