Execution

Objective To increase the number of participants for NPO [Reflection Project], a tiny organization dedicated to picking up cigarette butts all over Tokyo. Strategy The reason why participant number doesn’t increase is because many people think that picking up butts is a task not worthy of being thanked for. Therefore, we decided to help people virtually experience how [picking up butts can make one feel good (about themselves)] to lead them to join up for actual clean-up events. Idea People tend to ignore butts, so we enlarged the butts to a size that cannot be disregarded and placed 100s of them in the heart of Tokyo. When a passerby picks it up and looks inside, he / she will find a garbage bag printed with a [Thank You] and an invitation to the next round of butts clean-up. In other words, appeal picking up butts (volunteers) using butts. This made those that picked them up, feel a bit good about themselves! Results Created a sensation on SNS. Number of participants: 300% increase Clean up of Tokyo complete!

English Translation of Main Headlines

Thank You for picking this up.