Keep Britain Tidy, in partnership with Torbay Council and its public service maintenance provider SWISCo, has launched a new initiative in Torquay to tackle cigarette butts, the most common and often overlooked form of litter in the UK. The campaign aims to educate adults who smoke to discard their cigarette butts properly.
Torquay United Football Club is supporting the initiative, delivering campaign messaging and distributing ‘Butt Boxes’ (Keep Britain Tidy’s portable, reusable, and fire-proof ashtrays) at six of its games over a two-month period. The game against Chesham FC on 14th March saw a special photo moment as the team’s beloved mascot Gilbert ran a little protest on the pitch before the match to deliver the important message that cigarettes are rubbish and should be disposed of correctly to keep Torquay clean and butt-free.
The campaign in town combines digital and billboard advertising, the placement of smoking bins in litter hotspots, free Butt Boxes available at local businesses, and clear messaging in high-footfall areas such as pubs and local events. Residents and businesses are showing their support with window and car stickers. So far, over 50 businesses have joined the initiative, and more than 7,000 Butt Boxes have been distributed. The level of local involvement reflects the community’s strong pride in the town and the desire to take action.
These efforts address a significant awareness gap: many smokers don’t see cigarette butts as litter and so 80% of cigarettes smoked out and about are improperly disposed of, resulting in millions being littered every day across the UK.
While cigarette litter is a national issue, it has particular relevance in Torquay, where smoking rates are 22% higher than in surrounding areas.
The Torquay initiative forms part of Keep Britain Tidy’s wider programme of Town Scale Partnerships aimed at reducing cigarette litter. The approach combines public messaging with practical solutions to help shift behaviours and prevent cigarette litter, building on progress that has already seen a 17% reduction of cigarette butts on the ground across the country.
Torquay could serve as a vital model for other towns facing similar challenges, demonstrating how a local and targeted approach can make a significant difference in tackling the UK’s most prevalent litter problem, and the havoc it wreaks on our environment.
Allison Ogden-Newton OBE, Chief Executive of Keep Britain Tidy said: “Cigarette butts are the most littered item in the country, and the impact on our environment, our community, and our public services is bigger than most people realise. The solution isn’t just cleaning, it’s prevention. By working with Torbay Council, SWISCo, and Torquay United FC, we’re tackling the issue head-on through education and behaviour change, encouraging people to bin their cigarette butts before they become litter.”
Cllr David Thomas, Leader of Torbay Council, said: “One of Torbay Council’s flagship priorities is our Operation Brighter Bay initiative — a commitment to presenting Torbay at its very best and creating a safe, clean, attractive and welcoming environment for our residents and visitors.
‘‘Tackling litter is at the heart of Operation Brighter Bay. That’s why we’re investing more into street cleansing and we are proud to be part of the ‘Cigarette Butts are Rubbish’ campaign. By working with partners such as Keep Britain Tidy, we can deliver improvements to our streets and town centres that deliver real, practical benefits for our local communities.’’
Neil Coish, Head of Environmental Services at SWISCo said: “Cigarette butts are one of the most persistent offenders on our streets, yet many people still don’t view them as ‘real’ rubbish and so we see them littered on the pavements, in planters, and down drains, unaware that they can cause significant environmental harm. Partnering with Keep Britain Tidy allows us to provide practical solutions like Butt Boxes and clear messaging to help people understand they are litter and encourage them to dispose of them responsibly.”
