There are many ways to assess the success of initiatives to reduce cigarette butt litter, but as yet no generally accepted methodology. Accordingly, at BUTTsOUT we use a variety of measures:

1. Litter counts – though notoriously unreliable, and subject to contamination due to weather conditions, time of day, litter counts are cited by many as one measure. We place little faith in them, so invite organizations who implement our campaigns to report litter count if they have a means to do so. Reports we have been given state that litter reduction is as high as 90%, the lowest figure we have seen was 28%.
2. Consumer surveys – BUTTsOUT brand awareness was extraordinarily high in the only independent study ever conducted (Woking, UK, February 2003)
3. Market Penetration – in only one year we have achieved just over 30% market share of all cigarette butt litter campaigns conducted in Australia
4. Smokers’ feedback –verbatim comments collected from organizations implementing BUTTsOUT campaigns. Overwhelmingly the feedback is very positive, and indicates ready acceptance and continued use
5. Business owners’ comments – the consistent feedback from local business owners in the communities in which we have implemented programs is that the streetscape is noticeably cleaner. They also comment that consumers are pleased to accept the personal ashtrays and are delighted that so many business owners are demonstrating their commitment to the environment by stocking and providing BUTTsOUTs
6. Rangers’ feedback – these are the local law enforcement personnel who face the task of fining people seen littering cigarette butts (and other items). They consistently comment on how grateful and surprised consumers are to receive a personal ashtray rather than a fine. Rangers in our campaign areas always report a noticeable reduction in litter
7. Direct observation – watching what smokers actually do with their butts reveals acceptance of our ashtrays at a very high level. Our volunteers report that they often approached smokers to find that they were already using a BUTTsOUT, or that they were carrying one attached to their beach bag, towel, clothing, or in their car
8. Press and internet attention – approximately 70 stories have appeared in the published press or the internet over the last year praising BUTTsOUT or commenting favourably on our campaigns. We regard this as an excellent measure of public acceptance, approval and success
9. Radio and TV features – both of these media are notoriously demanding. Yet we have been featured on TV several times (not including PSA’s that have run on many occasions), and we have had several live radio crosses from specific launch events. See www.buttsout.net/media_attention for details of TV, Radio, Internet and Press coverage.
10. Repeat customers – so pleased have many of our customers been with their campaign, that they have paid for follow up and extension programs to multiply the effect of their investment in their own and surrounding communities
11. Awards – we have been eligible to contest two Government and Community awards in the first year of our business, and won both
12. Endorsement – other organizations have endorsed and supported our campaigns. The leading advocacy and publicity not-for-profit organization in the United States – CigaretteLitter.Org approached us and asked us to partner them in providing the means for American organizations to take action on cigarette butt litter. Environmental groups in other countries have asked us to form similar alliances with them
13. Community support - sporting, social, environmental and service groups have donated time and resources to assist in the distribution of BUTTsOUTs acknowledging that it is a very positive program to be involved with.
14. Corporate acceptance – more and more corporations are enquiring now about acquiring workplace campaigns to create cleaner places of work for the benefit of their employees and customers. And others have seen the benefit in providing financial or material support for Council run community programs.
15. Consumer acceptance – 180,000 of our personal ashtrays are in the hands of consumers. Extrapolating from the performance of our competitors, our take up rate is between 10 and 20 times higher than any other portable ashtray