Organization: Legacy (Washington)
Campaign: Butt Really? The Environmental Impact of Cigarettes
Duration: February-April 2011
Budget: $50,000
Legacy sought to create buzz for a supplemental publication it helped fund, Tobacco Control. It contained research discussing the harsh environmental effects of cigarette-butt littering.
"Many people think cigarette butts are biodegradable, but they're toxic," says Julia Cartwright, Legacy's SVP of communications.
Strategy
With publication date set for April 19 - three days before Earth ...