The fact that it’s still accepted behavior all over the dang world to toss nasty little toxic, nondegradable litter on the ground presents an interesting cultural tension. So we created a content feed on Instagram with the mission to help denormalize this bizarre flicking habit.

#WTBUTT has been a great maker platform for our creative group, and all the content was made in-house. And so far, the effort has helped solidify an agency partnership with the California Coastal Commission and The Surfrider Foundation.

Oh!—and cigarette butt litter is down by .0000000001%!

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