Me and Filippo Magini have been running an awareness campaign, and in a world that tends to embrace sustainability and care for the environment as fundamental values, there is an often overlooked aspect that requires our attention: the widespread habit of throwing cigarette butts on the ground.
With the desire to cultivate a more responsible and aware society, we present an awareness-raising campaign that aims to shake consciences, inspire change and promote concrete actions towards a better shared future.
We want to make each individual question his or her role in the urban ecosystem and personal contribution to a cleaner, more harmonious environment. Cigarette butts may seem small, but their accumulation has a significant impact on the appearance of our streets and the health of the planet.
This campaign not only highlights the problem, but also emphasises the possibility of generating positive and lasting change. We don't just want to complain about abandoned butts, we want to make a difference.
Every properly disposed of cigarette butt represents a small revolution taking place, a step towards a cultural evolution that embraces care for the environment as a shared duty.
The project was divided into two main phases: the research phase q and the execution phase.
In the research phase, we defined the promoter, Alia Servizi Ambientali, being an awareness campaign aimed at the city of Florence; having identified the promoter, we analysed many aspects of it. These were the state of the service it provides, its competitors, how and to whom it communicates.
Personas are a design tool for analysing the pool of users and grouping them according to objectives. The path that led us to define four types of personas is to analyse the context in which the awareness campaign will take place in order to understand the types of output and outline the ToV (tone of voice) and SoW (writing style) that are most suitable.
Our approach in the data collection phase was qualitative rather than quantitative: we defined a series of questions that could bring out the person's lifestyle, their approach to public space and of course to smoking and cigarettes.
We interpreted the topic of butts in today's consumer context: in addition to the more common industrial cigarette, we decided to include two other types of butts: the filter of the handmade cigarette (drum) and the filter of electronic cigarettes.
This choice aims to broaden the possibility of participation in the message and above all to point out the variety of filters that have to be disposed of correctly.
Having identified the tone of voice and writing style, we decided on the name of the campaign. After some rehearsals, we decided that the most convincing and effective one was #DestinazioneCestino. The name has to be able to contextualise the topic that is being addressed even when it is handled through various media channels, such as reading the newspaper, listening to the radio, podcast.
The education campaign is closely connected to the public space, therefore we selected some communication spaces that could be effective in raising raising awareness of the issue. Observing the different communication spaces in Florence, we decided to design the campaign not only with posters but also with totems and the back of buses.
