JTI Bulgaria is launched a communication campaign to remind tobacco consumers to dispose properly their cigarette filters after use – in the designated places. The campaign is calling for responsible consumer behavior by giving examples of real situations in which tobacco consumers find themselves. The campaign’s messages are based on situations in our everyday lives and some of the common examples where we see cigarette filters or filters of other tobacco products being disposed improperly – for example on the pavement, in a park or garden, on the beach, or out of a car window. The campaign was live throughout November and December 2023 on radio and social media.

The project is aimed outside the company and the target group is all consumers of tobacco products in Bulgaria, who do not dispose properly the filters of the tobacco products that they consume. In order to reach the target group, one of the most mainstream communication channels was chosen - radio. In the period November-December, the campaign reached an estimated 891,083 listeners, age group 16-74, according to data from the media (ENERGY radio).

The communication campaign 'Are you going to tell me what to do?' was implemented for the first time in 2023 for the period of 1 month. It is directly related to the company's core business and will be developed in the coming years. According to a study carried out in the EU, on average 3 out of 10 filters from tobacco products are incorrectly disposed. Filters are not the biggest problem, but disposing them correctly is a small effort with instant results, which is good to learn.

The messages of the campaign aimed at reaching the target group of tobacco consumers and changing consumer behaviour regarding the disposal of used cigarette filters. In order to maximise the effectiveness of the campaign, one of the most widely used communication channels was used - radio, which specifically reaches a very large part of the target group. The campaign included 140 pre-recoded radio messages, 40 announcements related to the campaign read by hosts on morning and evening radio programs over a period of 1 month, 12 media posts and 10 posts on the radio's Facebook and Instagram profiles.

Based on the September and October 2023 radio surveys, an estimated 891,083 listeners, age group 16-74, were reached by ENERGY Radio's on-air campaign messages. Radio ENERGY is also the most preferred and listened to radio station in the 25-44 age group and the campaign messages have reached 451,901 people in this age group. The campaign received media coverage on some of the most popular online news sites such as Novini.bg, Dnes.bg, Manager.bg and Investor.bg, with a total of 12 media publications. Specially created social media visuals with messages from the campaign were published on the radio's profile pages with over 377 000 followers on Facebook and over 23 00 0 on Instagram. https://novini.bg/biznes/media-i-reklama/814248