BUTTsOUT is a new program, launched in Australia in the beachside suburbs of Mosman and Manly on March 9/10 2002. BUTTsOUT provides an integrated Education, Publicity, and Disposal solution to the challenge of preventing cigarette butt litter. Our initial successful launch in Australia has been followed by entry into New Zealand, the United Kingdom, and the United States  

• Unlike other initiatives, the first point of difference in the BUTTsOUT approach is a stated goal to work with smokers around the world, not against them, to provide a solution.  
  
• Second, our approach is to provide a comprehensive publicity and education campaign, tailored as appropriate in each area. Then the campaign is sustained in the community or area, leading eventually to a self-funding, sustainable solution  
  
• The third major difference is the development of a common theme running through all of the education and publicity material, and echoed in the means to dispose of the butts with the butt-shaped personal Ashtray.

Our solution is targeted at providing smokers with a desirable alternnative, and communicating our message in a positive way by developing a publicity and education campaign that uses a lot of humour. Stick your butts out for Australia (the UK, NZ, or the USA) is our tag line – the portable ashtray is shaped like a human butt and all of our material plays on the joke. We will supply posters, pamphlets and enough “BUTTsOUT”s (the personal ashtrays) to create a large impact designed to change consumer behaviour. This is as large a change in consumer behaviour as programs to eradicate drink driving and to enforce the wearing of seat belts. We believe that the key to success is to get the smokers onside – hence the humour and tag line.