The initiative “Our World Is Not an Ashtray” aims to raise awareness and drive a long-term change with regard to cigarette butt littering, according to a PMI press release.

With its new initiative Philip Morris International Inc. (PMI) wants to educate cigarette smokers and reduce cigarette butt littering. A Kantar study, conducted on behalf of PMI this spring, showed that 25 per cent of smokers believed throwing cigarette butts on the ground was “a normal way to dispose of a cigarette”. Only 13 per cent of smokers questioned knew that cigarette filters are made of plastic, whereas 75 per cent believed they were made from cotton or paper.
The “Our World Is Not an Ashtray” campaign support’s PMI’s litter reduction target to achieve a 50 per cent reduction of plastic litter from its products by 2025. PMI is working with Litterati, Cortexia and CARTO to keep track of the campaign’s progress and impact as well as identifying litter hotspots and gaining behavioural insight on cigarette butt littering across the globe, states the press release.
Jens Rupp, PMI’s Head of Environmental Sustainability, said: “Cigarette butt litter is a problem that we need to solve; too many cigarette butts are littered, ending up in the natural environment. By working with experts to better understand how to nudge smokers to more responsible disposal habits, launching general population education programs, and cooperating with governments and local authorities to ensure there is an adequate waste disposal infrastructure, we can reduce the plastic litter associated with our products.”