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Anti cigarette campaign for ENCAMS by Dig

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By The Drum Team, Editorial

October 31, 2005 | 2 min read

ENCAMS has appointed Sheffield based Dig For Fire to deliver an integrated advertising drive to reduce smoking-related litter, following a four-way pitch.

The agency has been tasked with encouraging smokers to take more responsibility for disposing litter created through their habit – particularly cigarette butts.

The advertising element of the campaign aims to reduce litter created by smokers by 20 per cent in ‘hot spot’ areas. Employers who allow workers to smoke outside their premises will be targeted via other communications elements within the campaign and is due to break in February.

Ginette Unsworth, marketing manager for ENCAMS, said: “Forty per cent of all litter in England is smoking-related. Every day over 122 tonnes of cigarette butts, packets and matchsticks are dumped in streets, parks, playgrounds and on beaches.

“This puts strain on councils, which have a legal duty to clean the litter up. Dropping and throwing cigarette butts also poses a major fire hazard.

“We want Dig For Fire to create a campaign that encourages smokers to dispose of this litter properly, as opposed to simply leaving it in public places. This is not a health related campaign, our message is quite simple – dispose of your smoking related litter responsibly.”

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