BEHAVIORAL CHALLENGE: Reduce the number of cigarette butts on the ground
The waste company Sysav heard about the success of our previous cigarette butt project at tram stops in Gothenburg and was inspired - could a similar nudge work at bus stops in Skåne?
SMART NUDGE: Colorful ashtrays and humorous signs
A nudge makes it easy to do the right thing without force, bribery, or punishment. To make it easy for the smokers in Skåne to put out cigarettes properly, we made the ashtrays colorful and very visible with the help of green ground paintings that led to the ashtray and a clear sign. To increase the smoker's motivation, the 'Nicotine rabbit' was also shown. It was a sweet and humorous animal with a message, asking the smoker to put out the cigarette in the ashtray.
RESULTS: 56% fewer cigarette butts on the ground
The results from the pilot study, which took place in Lund, Ystad, and Trelleborg, were outstanding - the nudge worked on average 56% better than ordinary ashtrays. Thus, it is quite clear that nudging is a good way to counteract littering from cigarette butts!
“Nudging is a method I really can recommend when it comes to getting people to change their behavior."
- Ann Thorén, project manager SYSAV
The nudge reduced the number of cigarette butts on the ground by 56% compared to ordinary ashtrays.
We want to emphasize Sysav's important role as a Swedish pioneer in using nudging and evidence-based use. Many thanks to survey staff, street staff, and all committed municipal residents.
Thank you to Sysav, Lund Municipality, Ystad Municipality, and Trelleborg Municipality for your willingness to think new and work with measurability. Finally, thanks to Blinka Blå and our reference group of members of the Nudging Sweden-nätverket Nudging Sweden network for good cooperation in the process of developing the concept, and to Mindcamp for good cooperation in analysis.