Brand Identity
Campaign Design
App Design
No More Butts is a behaviour-led design campaign tackling cigarette litter through a blend of character design, physical infrastructure, and light gamification. It reframes cigarette waste as a shared responsibility, encouraging proper disposal through a system that is visible, accessible, and engaging. In collaboration with recycling processes like TerraCycle, the project promotes more circular everyday habits.
Year
2023
Project
University Brief
Industry
Environmental Sustainability and Behavioural Design
Role
Brand Designer
Brief
Design a system that reduces cigarette littering by making proper disposal more convenient, visible, and engaging. The solution should go beyond awareness campaigns and instead influence behaviour at the point of disposal.
Problem
Cigarette butts are one of the most common forms of litter, yet most existing solutions rely on awareness or signage, which fail to change behaviour in the moment. There is a lack of accessible, engaging, and intuitive disposal systems in public spaces.
Exploration
The concept explores combining playful cigarette character design with functional bin systems to create emotional engagement and clarity. Bin designs shaped like cigarette butts improve recognition, while QR codes, transparent fill levels, and optional app-based rewards introduce a gamified layer that encourages repeat positive behaviour. The system scales from small public bins to larger Station Hubs in high-traffic areas such as universities, beaches, and supermarkets.
Final
The final system, “No More Butts,” turns cigarette disposal into a simple and engaging action supported by both physical and digital touchpoints. Playful characters humanise the issue, while purpose-built bins and Station Hubs make disposal clear and accessible. Integrated QR tracking and reward systems reinforce behaviour change, while ensuring collected waste is recycled through TerraCycle, creating a more circular and responsible disposal cycle.
