No Butts on Rose Street

We co-ordinated a cheeky behaviour change campaign using ‘nudge’ theory to reduce cigarette litter on Edinburgh’s Rose Street.


The aim was to reduce the amount of cigarette litter on Rose Street by changing public behaviour and making it easy for people to do the right thing by distributing free portable ashtrays from participating pubs and bars.


We used posters and images on beer mats in 16 participating pubs and bars along Rose Street to promote an anti-litter message and encourage people to pick up a free portable ashtray; over 500 were given out in a six week period.


An overall decrease in the volume of litter was recorded over the project duration.