After months of research, the cigarette ashtray pack was designed, including an ashtray at the base of the cigarette pack. Fireproof, odorless, it can contain 10 butts. Easy to produce, simple and design, it is the best solution to have no excuse to throw away the butts. We turned a print ad into a detachable ashtray pack. Easy to make and to use, it’s a simple solution to stop the problem before it starts.

• Implementation : in street, we distribute a large amount of detachable flyers, and we insert detachable astray pack un print.

• Timeline : april and may 2017.

• Placement : press magazines insertion, flyer distribution in the street.

• Scale : large scale.

Change in behavior : The operation has changed people perception of their bad habits, they realized the problem of butt sea pollution , even far from the ocean. Nothing was made in cities to solve that pollution. The solution of the astray pack made by Surfrider Foundation created debates.