Melbourne-based strategic communications consultancy, The Reputation Group, has been awarded a prestigious International Association of Business Communicators (IABC) Gold Quill Excellence Award for its work on the campaign, Don’t Be A Tosser, Bin Your Butts for Sustainability Victoria.

The social marketing campaign was developed in response to the expected increase in cigarette butt litter following the introduction of the July 1, 2007 Victorian Government ban on smoking inside licensed venues.

More than 1,000 entries from 30 countries were received and The Reputation Group’s Don’t Be A Tosser, Bin Your Butts campaign was nominated by the judges as the “best of the best” – an honour given to only a few of the winners. A case study on the project will be presented by The Reputation Group’s managing director, Lelde McCoy, at the IABC International Conference in New York City in June.

Thats simply smokin guys. (Sorry, we love the cheap laughs here at Marketing!) The question is, how big is this problem and can one marketing campaign really inspire change in the actions of lazy louts who flick their filthy fags without a second thought? Especially in this nippy Melbourne weather, its a challenge to get a smoker to stay outside a minute longer just to walk to a bin.