The stunt was designed to promote the environmental charity’s ‘It’s no small problem…’ campaign, which discourages smokers from dropping their cigarette waste on the floor.
It was launched last week (2 September) at the Duke of Wellington statue opposite the Bank of England. A viral video was also produced to publicise the campaign.
The activation was designed in-house, in collaboration with Carbon Creative.
Wendy Mead, chairman of the City Corporation’s Environmental Services Committee, said: "With 400,000 people coming in and out of the Square Mile every day, we need to make sure smokers understand that dropping cigarette butts is not only lazy and unpleasant, it is a criminal offence."
Phil Barton, chief executive of Keep Britain Tidy, added: "We are delighted to be working with the City of London Corporation on a campaign that will, hopefully, start to tackle the problem and remind smokers that they can help keep the streets tidy for everyone by simply putting their butts in a bin – or by using the personal ashtrays that the City Corporation provides."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.