Encouraging responsible behavior and prevention of environmental pollution by small waste/litter, with focus on cigarette butts. Educational campaign to raise awareness of the problem of pollution and its negative consequences, accompanied by an information campaign to raise awareness of the disposal of small waste/litter in designated areas for general household waste. The initiative is also in line with the requirements of the EU directive for awareness campaigns on reducing the environmental impact of single-use plastic products, among which are the filters in the cigarettes butts.

The objective is to reach the general public and citizens, including active drivers and car passengers; representatives of the cultural, art and lifestyle circles, employees of BAT and partners, media, NGOs, state institutions, etc.

This is an annual initiative, which in 2023 was implemented in October as a third edition of the BAT campaign.

Significant media coverage in local and national media, incl. with a digital campaign in social networks. Many media outlets covering the campaign and generated coverage across national TV, radio, online, social media and print reached a total of nearly 10,000,000+ people, incl. the implemented campaign in social networks and promotion. The initiative's own website was also developed, generating thousands of unique visits. The initiative was once again held at a key location in the city of Sofia. During the campaign, thousands of information materials and car accessories were distributed - a portable ashtray and a waste bag made of recycled material. Part of the initiatives were a special art installation, as well as the construction of a provocative scene, with which to visualize the problem in an attractive and non-standard way, to attract the interest of the audience, as well as to demonstrate the possibilities of solving and minimizing the problem.

over 10,000,000 people reached through PR, media and advertising campaign of the initiative. over 3,000 people reached on site during the initiative and the field action.