The Brief

To increase the number of participants for NPO [Reflection Project], a tiny organization dedicated to picking up cigarette butts all over Tokyo.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Created a sensation on SNS. Number of participants: 300% increase Clean up of Tokyo complete!

Explain why the method of promotion was most relevant to the product or service

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!