In January 2017, we were contacted by Duncan Channon, a local San Francisco advertising agency representing California Tobacco Control Program (CTCP). CTCP’s mission is to improve the health of all Californians by reducing illness and premature death from the use of tobacco products. This is accomplished by educating and motivating the public to:
Decrease exposure to the harmful effects of secondhand smoke and toxic cigarette waste in the environment
Understand the dangerous influence of the tobacco industry
Take action and get involved in the fight against tobacco in their community.
Duncan Channon and CTCP were working on an awareness campaign about the toxic effects of cigarette butts on the environment. This campaign is not intended to shame smokers, but rather, Big Tobacco for hiding this important truth.
The campaign, “Come Clean,” calls for Big Tobacco to come clean about tobacco’s harmful health, wellness and environmental effects. Campaign goals are to generate awareness of tobacco litter toxicity and to drive traffic to TobaccoFreeCA.com for more information about the “dirty truths” of tobacco waste.
Duncan Channon wanted to include Ford GoBike as part of their outdoor media plan because of the unique marketing platform that bike share offers. In addition to prominent out of home visibility at our bike stations throughout the Bay Area, we can offer one-of-a kind experiential activations and events at our stations. As an environmentally-minded company, we were excited to take part and collaborate on bringing this campaign to life through bike share.
Campaign in Action
From July 24 through September 10 2017, you can find 40 San Francisco stations with “Come Clean” messaging, plus one campaign activation at our 10th at Market station where thousands of littered cigarette butts are on display in the ad panel. Over 12,000 butts were gathered over 9 days from the following areas in San Francisco: Union Square, Tenderloin, East Cut, Ocean Beach and Baker Beach.
We collaborated with local non-profits Surfrider Foundation and the East Cut CBD -- organizations who are already removing cigarette litter -- and also organized clean-ups of our own. We estimate over 13M impressions* over the seven week campaign, bringing important attention to this cause. After the campaign concludes all butts will disposed of responsibly.
*Source: AirSage, a Transportation Analytics and out-of-Home Media Consumer Research group to measure the audience at each station.