Although Sweden has Europe’s lowest rate of daily smokers, its nightlife districts still struggle with cigarette litter – a byproduct of smoking bans on outdoor patios and social smoking. Although cigarette butts are small and dropping them on the ground is barely visible, the problem of cigarette butt litter isn’t small at all.

So BBDO Nordics and Sweden’s City of Malmö have made correct cigarette disposal very visible – by reintroduced one of humanity’s oldest communication methods, the smoke signal, as a tool for behavioural change.

The 3-metres tall Smoke Signal Monument emits smoke rings each time a smoker disposes of their cigarette correctly.

“We know that people make the right choice when it feels easy, visible, and natural. By applying research-based behavioral methods to something as everyday as cigarette littering, we want to show that behavioral design can truly make a difference – even turning doing the right thing into something people actually talk about,” stated Elina Carlstein, communications and behavioural strategist at the City of Malmö.

“We saw an opportunity to bring back an ancient form of messaging – simple, analogue, universal – and give it a new purpose. The smoke signal now serves as a bridge between culture, design and behavioral change,” added Simon Söder, art director at BBDO Nordics.

The monument is part of Malmö’s ongoing work to reduce littering through innovation and research-based design. Previous initiatives created by the city also include Dirty Talking Trash Cans in 2022, solar-powered public trash cans equipped with loudspeakers and pre-recorded audio messages that thank people with phrases such as “that was crazy good,” and “mmm… a bit more to the left next time,” when the flaps are opened to deposit rubbish…

…and Cigarette Buttcoin in 2023, special ashcans that when used dispensed credits, or Buttcoin, which could be redeemed for rewards. 

Credits:
Client: City of Malmö 
Client Team: Elina Carlstein & Jessica Persson

Agency: BBDO Nordics
Art Director: Simon Söder
Copywriter: Elin Wikberg
Craft Director: Oskar Ferm
Executive Creative Director: Malin Wikerberg
PR Lead: Linnea Nordström
PR Specialist: Hanna Sandström
Social Media Manager: Cecilia Kneck Holgersson
Client Director: Petter Dahlskog
Production Lead: Cecilia Elmerson
Design Director: Andreas Silverblad
Graphic Designers: Frida Quennerstedt, Linn Persson, Linda Hurtig, Krasimira Tsakova & Natalia Zieba
Intern Graphic Designer: Isak Dahlqvist
Videographer: Christian Ranby