An estimated two thirds of UK litter comprises cigarette butts, which also cause environmental damage. This case describes a campaign attempting to encourage more smokers to recognise butts were litter and to bin them. After an extensive research programme, creative was developed and tested to be empathetic to smokers; it featured an engaging duck character and a non-judgemental tone. In a behavioural test, bins with and without campaign messaging were provided outside pubs and restaurants, with 20% better results recorded from the branded bins.