Conference Session: Case Study 3
Case Study 3 / Don’t be a tosser, bin your butts
Date: Tuesday, 24 June
Time: 4:15–5:15 p.m.
Track: Change Management
When the Victorian Government in Australia banned smoking inside licensed venues, Sustainability Victoria predicted cigarette butt litter would increase unless action was taken. A coordinated campaign with The Reputation Group promoted a collective responsibility for butt litter, built the capacity of local governments and licensed premises to address the issue and targeted smokers with a key message.
In this case study, you’ll gain insight on how Sustainability Victoria:
- Changed smokers’ behaviors and counteracted the expected increase in butt litter on a limited budget
- Used creative communication, incentives for pubs and clubs, and grassroots movements to decrease littering behavior by almost half
- Targeted and engaged multiple audiences including the industry, local businesses, local government and other stakeholders
Presenter / Lelde McCoy / Victoria, Australia is managing director of The Reputation Group, a consultancy specializing in building corporate reputations and developing social marketing campaigns. Previously, McCoy was the deputy chair of Porter Novelli in Australia and headed the agency's national social marketing practice.
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