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Researchers at Keene State College and the University of New Haven used multimedia text messaging to deliver messages focused on proper cigarette butt disposal to smokers.
Type of Project: Prevention
Region: Northeast
Project Dates: August 2018 - July 2022
Who was involved?
With the support of the NOAA Marine Debris Program, researchers at Keene State College in New Hampshire and the University of New Haven in Connecticut used multimedia text messaging to deliver persuasive, positive, and humorous messages focused on proper cigarette butt disposal to smokers between the ages of 18 - 24. The goal of this project was to change cigarette butt littering behavior of smokers for the protection of ocean ecosystems.
What was the project and why is it important?
Ocean Conservancy’s International Coastal Cleanup data continues to find cigarette butts as one of the most common forms of litter collected. Cigarette butts are a pervasive, long-lasting form of marine debris. They can reach waterways through improper disposal on beaches, rivers, and anywhere on land, transported to the coasts by runoff and stormwater. Once butts reach the marine environment, they may impact organisms and habitats.
The researchers and students at Keene State College designed, tested, and finalized positive, humorous multimedia text messages to send to smokers ages 18 - 24. The study then analyzed responses to assess behavior change surrounding cigarette butt disposal methods.
What were the results?
Partners collected baseline data from 7,532 college-aged smokers on their attitudes, beliefs, and knowledge about cigarette litter as well as their cigarette butt disposal methods. The grantees developed and tested eight humorous messages in an experiment to determine if humor could change littering behavior. They found that while both control and experimental groups showed an increase of proper disposal methods (in a trashcan, in public ashtray, or in a pocket ashtray) and a decrease of improper disposal methods (on the ground, out a car window, or down a storm drain), their experiment yielded statistically significant results indicating that humor had an effect on the behaviors of individuals in the treatment group. Partners presented their findings at seven community events ranging from local to national audiences and continue to share the videos they developed with colleges, universities, and other organizations working with this target audience.
For more information about this project, visit the Marine Debris Program Clearinghouse.