TR AS H TALK E R S

4 /3 0 /1 4
C AM P AI G N B O O K
1
M E E T
T H E
T R A S H
TAL K E R S
Am y M ille r
B ro o ke
D e M ira n d a
Alex B lett
P a trick
M cS we e n ey
An d re a
P e m b e rto n
La u ra Wilcox
2
! E xe c u t i ve S u m m a ry . . . . . . . . . . . . . 5 -7
! T h e C h a lle n g e . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 -1 2
! T h e Wa rm U p . . . . . 1 3 -1 7
! G a m e C h a n g e rs . 1 8 -2 2
! Ve h i c le fo r C h a n g e . . . . 2 3 -2 5
! O u r G a m e P la n . . 2 6 -3 6
! Te a m D i s c o ve ri e s . 3 7 -5 8
! C a m p a i g n F ra m e wo rk . . 5 9 -6 5
! G o a ls, O b je c ti ve s, a n d S tra te g i e s
! R e t h i n k B u t t s . . 6 6
! T h i n k C a m p a i g n . 6 7 -7 6
! S u p p o rt i n g M e s s a g e . . 7 7 -8 0
! C a m p a i g n E xe c u t i o n . . 8 1 -8 8
TA B L E O F C O N T E N T S
3
! C a m p a i g n P ro o f o f C o n c e p t s . 8 9 -1 2 0
! A d d i ti o n a l Ta cti cs
! Te s t U n i ve rs i t i e s . . . . 1 2 1
! To o lk i t . . . . 1 2 2
! Ta c t i c a l T i m e li n e . . . 1 2 3
! B u d g e t . . . 1 2 4 -1 2 5
! E va lu a t i n g S u c c e s s . . 1 2 6 -1 2 9
! T h a n k yo u . . . 1 3 0
! S o u rc e s . . . . 1 3 1 -1 3 3
! A p p e n d i x . . 1 3 4 -2 1 4
TA B L E O F C O N T E N T S
4
! C i g a re t te b u t t s a re t h e m o s t li t te re d i te m i n A m e ri c a .
U n fo rt u n a te ly m o s t p e o p le a re u n a wa re o f t h e d a n g e rs t h a t b u t t s
p o s e to t h e e n vi ro n m e n t . Wi t h t h e la u n c h o f t h e R e -T h i n k B u t t s
c a m p a i g n , T h e A m e ri c a n L e g a c y F o u n d a t i o n q u i c k ly b e c a m e a
le a d e r o n t h e to p i c o f c i g a re t te li t te r.
! T h e A m e ri c a n L e g a c y F o u n d a t i o n s P S A g a rn e re d n a t i o n a l m e d i a
a t te n t i o n a n d t h i s i s s u e fi n a lly h a d t h e vo i c e i t n e e d e d . L e g a c y
h a s a s k e d u s to fi n d i n n o va t i ve wa ys to e xp a n d t h e i r m e s s a g e .
! O u r c a m p a i g n h a s fo c u s e d o n c o lle g e s t u d e n t s a s we t ry to s to p
t h e h a b i t o f li t te ri n g c i g a re t te s b e fo re i t b e g i n s . We fo u n d t h a t
t h i s i s a n i s s u e n o o n e s e e m s to b e t h i n k i n g a b o u t . S m o k e rs
d o n t t h i n k wh e n t h e y li t te r t h e i r b u t t a n d n o n s m o k e rs d o n t
c o n s i d e r t h i s a p ro b le m .
E XE C U T I VE S U M M A R Y
5
! O u r g o a l i s to ra i s e a wa re n e s s a m o n g c o lle g e s t u d e n t s a b o u t
t h e h a za rd s o f c i g a re t te li t te r o n a n d a ro u n d c o lle g e c a m p u s e s .

! T h e c a m p a i g n we h a ve c re a te d s e e k s to c h a lle n g e c o lle g e
s t u d e n t s to T H I N K a b o u t t h e i s s u e a n d i t s i m p a c t . B y wo rk i n g
wi t h e xi s t i n g c o lle g e o rg a n i za t i o n s we b e li e ve L e g a c y c a n
c re a te e ve n t s a n d u t i li ze s o c i a l m e d i a to g e n e ra te d i s c u s s i o n
a m o n g c o lle g e s t u d e n t s o n t h i s i m p o rt a n t to p i c .
E XE C U T I VE S U M M A R Y
6
! We we re a s to n i s h e d to o b s e rve t h i s wa s a s b i g a n i s s u e a ro u n d
o u r c a m p u s a s t h e re s e a rc h re ve a le d i t to b e . E ve rywh e re we
wa lk we n o w s e e c i g a re t te b u t t s .

! O u r t a c t i c s a re d e s i g n e d to m a k e c o lle g e s t u d e n t s m o re a wa re
o f t h i s h a za rd o u s li t te r a n d to t h i n k n e xt t i m e t h e y a re f a c e d
wi t h t h e d e c i s i o n o f wh a t to d o wi t h t h e i r fi n i s h e d c i g a re t te .
E XE C U T I VE S U M M A R Y
7
Yo u r c h a lle n g e to u s:

! A d d re s s t h e p ro b le m o f c i g a re t te li t te r a n d t h e i m p a c t i t h a s
o n t h e e n vi ro n m e n t
! T h e re c u rre n tly i s n o so lu ti o n o r d e fi n i ti ve c a ll to a c ti o n .
! M o re re se a rc h i s n e e d e d so th a t va li d p u b li c h e a lth a n d
e n vi ro n m e n ta l so lu ti o n s c a n b e fo u n d .
! I t i s d i f fi c u lt to sa y h o w to xi c c i g a re tte b u tts a re a n d th e n e n c o u ra g e
c le a n -u p s.
! Wi th so m a n y o th e r e n vi ro n m e n ta l i ssu e s th a t a re o n th e m i n d s o f
c o n su m e rs, h o w d o yo u c re a te a c a m p a i g n th a t c le a rs th ro u g h th e
c lu tte r a n d m a k e s a re a l i m p a c t?
T H E C H A L L E N G E
8
O u r re se a rc h b e g i n s:

! A s a c o m b i n e d e f fo rt we e xa m i n e d o ve r 8 0 s o u rc e s i n c lu d i n g :
! A c a d e m i c jo u rn a ls
! We b si te s
! G o ve rn m e n t m a n d a te d we b si te s
! N e ws a rti c le s
! E n vi ro n m e n ta l re so u rc e s
! A n d m o re
T H E C H A L L E N G E
9
C i g a re tte li tte r i s a se ri o u s i ssu e fo r th e e n vi ro n m e n t:

! T h e re a re 4 2 . 1 m i lli o n s m o k e rs i n t h e U n i te d S t a te s
1 2

! A p p ro xi m a te ly 3 6 0 b i lli o n c i g a re t te s a re c o n s u m e d a n n u a lly i n
t h e U . S .
2 0

! C i g a re t te s a re t h e n u m b e r o n e li t te re d i te m i n t h e U . S .
7

! 6 4 % o f p e o p le s u rve ye d s a i d t h e y t h ro w t h e i r c i g a re t te b u t t s
o n t h e g ro u n d o u t o f h a b i t
9

! C h i ld re n wh o d i g e s t c i g a re t te b u t t s c a n e xp e ri e n c e s e ve re
p o i s o n i n g e f fe c t s li k e c o n vu ls i o n s , h yp o te n s i o n a n d vo m i t i n g
3 0

! I t c a n t a k e 1 0 ye a rs fo r a c i g a re t te b u t t to b i o d e g ra d e
8



T H E C H A L L E N G E
1 0
T H E C H A L L E N G E
1 1
1 2
L e g a c y le a d s o f f:

! L e g a c y h a s i d e n t i fi e d c i g a re t te li t te r a s a n i s s u e t h a t i s
re le va n t to t h e i r vi s i o n
! We sta n d fo r lo n g e r h e a lth i e r li ve s
1 3

! Wi t h t h re e ye a rs o f i n i t i a l re s e a rc h a n d p re li m i n a ry e n d e a vo rs ,
L e g a c y i s a p i o n e e r o n t h e i s s u e o f c i g a re t te li t te r
! T h e M a s te r S e t t le m e n t A g re e m e n t h a s a llo we d L e g a c y to m a k e
a p p ro p ri a te p ro g re s s o n i n fo rm i n g t h e p u b li c a b o u t t h e t ru t h s
b e h i n d to b a c c o a n d s m o k i n g . T h e e f fe c t o f c i g a re t te li t te r o n
t h e e n vi ro n m e n t f a lls d i re c t ly i n to L e g a c ys re a lm o f c o n c e rn
! L e g a c y h a s t a k e n t h e a p p ro a c h o f e n c o u ra g i n g s m o k e rs to
d i s p o s e o f t h e i r c i g a re t te li t te r i n a re s p o n s i b le m a n n e r
T H E WA R M U P
1 3
L e g a c ys h i s to ry wi t h c i g a re t te li t te r
4 6
:

! 2 0 1 1
! Tobacco Control J o u rn a l i s p u b li sh e d
! S a te lli te a n d R a d i o M e d i a To u rs a re m o b i li ze d
! U ti li ze d so c i a l m e d i a a n d c e le b ri ti e s to ra i se a wa re n e ss
! R e a lly? c a m p a i g n
! 2 0 1 2
! E a rth D a y O m n i b u s S u rve y
! P a rtn e re d wi th N O A A
! P i c k e d u p o ve r 9 , 0 0 0 c i g a re tte b u tts i n Wa sh i n g to n D . C .
! 2 0 1 3
! P a rtn e re d wi th L e a ve N o Tra c e
! R e T h i n k B u tts P u b li c S e rvi c e A n n o u n c e m e n t
! R e th i n k b u tts. o rg wa s la u n c h e d
! 2 0 1 4
! P a rtn e re d wi th T h e U n i ve rsi ty o f O k la h o m a S tu d e n ts
T H E WA R M U P
1 4
T H E WA R M U P
S tre n gth s R eth in k B u tts P S A re su lte d in m e d ia cove ra ge fro m th e N Y Tim e s a n d Ad We e k . M o re th a n
2 0 2 m illio n m e d ia im p re ssio n s we re m a d e
A p io n e e r o n th e to p ic o f ciga rette litte r. Th e re a re ve ry few o th e r o rga n iza tio n s m a k in g a
d iffe re n ce o n th is issu e
O m n ib u s su rvey co lle cte d cru cia l re se a rch fro m ove r 1 ,0 0 0 p a rticip a n ts o n th e ir a ttitu d e s
a n d a wa re n e ss leve ls o n ciga rette litte r
We a k n e sse s R eth in k B u tts.o rg re d ire cts to Le ga cys we b site , wo u ld b e stro n ge r if it wa s its o wn d o m a in
D u e to th e fa ct th a t th e to p ic o f ciga rette litte r is so n ew th e re is a sm a ll a m o u n t o f
re se a rch o n th e e n viro n m e n ta l im p a ct o f litte re d ciga rette b u tts
Le ga cys so cia l m e d ia p re se n ce is lo w
O p p o rtu n itie s P a rtn e rsh ip s with e n viro n m e n ta l gro u p s o n co lle ge ca m p u se s
Ta ke a d va n ta ge o f th e re p u ta tio n th e tru th ca m p a ign h a s with yo u n ge r a u d ie n ce s
U tilize th e in itia l im p a ct tru th a lre a d y h a s with co lle ge stu d e n ts, su ch a s th o se wh o we re
ta rgete d d u rin g th e tru th LI VE to u r
Th re a ts B ig to b a cco co m p a n ie s fa il to in fo rm co n su m e rs o n h o w p o o rly filte rs a ctu a lly b io d e gra d e
S m o ke fre e p la ce s d o n o t o ffe r sm o ke rs th e o p tio n to d isp o se o f th e ir ciga rette b u tts
p ro p e rly
M o re in te re st in o th e r e n viro n m e n ta l to p ics
A situ a tio n a n a lysis o n wh a t Le ga cy h a s d o n e o n th e issu e :
1 5
C o m p e ti to rs:

O T H E R A N T I -T O B A C C O O R G A N I Z AT I O N S

! F o u n d a t i o n fo r a S m o k e -F re e A m e ri c a
3 5
! A c t i o n o n S m o k i n g a n d H e a lt h
3 6
! C a m p a i g n fo r To b a c c o -F re e K i d s
1 0

P R O -T O B A C C O O R G A N I Z AT I O N S

! S m o k e rs ri g h t s a c t i v i s t s li k e J o s e p h B a s t , t h e H e a rt la n d
I n s t i t u te
3 7
! S m o k e rs ri g h t s o rg a n i za t i o n s , li k e T h e S m o k e rs C lu b
3 8
! C o n g re s s m e m b e rs t h a t a c c e p t to b a c c o m o n e y
! N o n p ro fi t s li k e F re e d o m Wo rk s a n d A m e ri c a n s fo r P ro s p e ri t y
(s u p p o rte d to b a c c o p o li c i e s )
3 9
T H E WA R M U P
1 6
E xte rn a l E n vi ro n m e n t A u d i t:

S U P P O R T E R S
! P a s t a n d P re s e n t P a rt n e rs
! S u rfri d e r F o u n d a ti o n , N O A A , L e a ve N o Tra c e , C a li fo rn i a To b a c c o C o n tro l P ro g ra m ,
C i g a re tte B u tt P o llu ti o n P ro je c t, C D C , P B S , N a ti o n a l I n s ti tu te fo r H e a lth

C O M P E T I T O R S
! O t h e r a n t i -t o b a c c o o rg a n i za t i o n s
! I . E . F o u n d a t i o n f o r a S m o k e -F re e A m e ri c a , A c t i o n o n S m o k i n g a n d H e a l t h , a n d
C a m p a i g n f o r T o b a c c o -F re e K i d s

O P P O N E N T S
! S m o k e rs o rg a n i za t i o n s , C o n g re s s m e m b e rs re c e i v i n g m o n e y f ro m t o b a c c o
i n d u s t ry, t o b a c c o i n d u s t ry

E X T E R N A L I M P E D I M E N T S
! We a k s o l u t i o n t o c i g a re t t e b u t t p o l l u t i o n
! L i m i t e d re s e a rc h o n t h e i s s u e
T H E WA R M U P
1 7
O U R G A M E C H A N G E R S
I N T R O D U C T I O N O F O U R P R I M A R Y T A R G E T P U B L I C
1 8
G A M E C H A N G E R S
College campuses are places of leadership,
learning, enlightenment and change.
15

Our primary public is college students

Break down of college students:
! D a i ly s m o k e rs
! E xc i te d to b e i n c lu d e d i n t h e d i s c u s s i o n a b o u t c i g a re t te li t te r
! S o c i a l s m o k e rs
! T h e y a re s t u b b o rn , a p a t h e t i c a n d s e lfi s h re g a rd i n g t h i s i s s u e
3

! N o n -s m o k e rs
! L o o k i n g fo r s u p p o rt f ro m t h e m t h ro u g h a d vo c a c y
1 9
Wh y c o lle g e stu d e n ts (M i lle n n i a ls):

! P i c k u p w h e re t ru t h

c a m p a i g n l e a ve s o f f
! We a re yo u r p u b l i c
! R o u g h l y 2 8 . 5 % o f c o l l e g e s t u d e n t s s m o k e
3 3
! A b o u t 3 3 % c o n s i d e r t h e m s e l ve s c a s u a l s m o k e rs
3 5

! Yo u n g e r s t u d e n t s s m o k e m o re t h a n s e n i o r a n d g ra d u a t e s t u d e n t s
3 4

! 2 8 % o f t h o s e b e g a n s m o k i n g re g u l a rl y a t a g e 1 9
3 3

! Yo u n g a d u l t s l i t t e r m o re t h a n o t h e r a g e g ro u p s
9

! To b a c c o u s e i s h i g h e r a m o n g b i n g e d ri n k e rs
3 2

! 4 4 % o f c o l l e g e s t u d e n t s a re b i n g e d ri n k e rs
3 2

G A M E C H A N G E R S
2 0
M i lle n n i a ls:

L i fe s t y le E x p e ri e n c e rs

! A c t i o n o ri e n te d , p ra c t i c a l, c o n s t ru c t i ve a n d c o n s e rva t i ve
7 9

! S u s p i c i o u s o f n e w i d e a s a n d g o ve rn m e n t i n t ru s i o n s
7 9

! L i k e s n e w, o f f b e a t a n d ri s k y a c t i v i t i e s
8 0


G e n e ra t i o n C i v i c (M i lle n n i u m )

! I n d e p e n d e n t , s a v v y, s t ro n g -wi lle d , s e ri o u s , m o ra l a n d o p t i m i s t i c
! S p e n d t i m e o n T V, f ri e n d s a n d e d u c a t i o n
! C a re a b o u t a u to n o m y, c o n fo rm i t y, i n t i m a c y a n d p ra g m a t i s m
4 7

! I n fo rm a t i o n n e e d s re vo lve a ro u n d c o p i n g wi t h p ro b le m s
! P re fe r d i re c t , s i m p le m e s s a g e s
! E a s i ly p e rs u a d e d b y m e s s a g i n g
! S k e p t i c a l o f t h e g o ve rn m e n t

G A M E C H A N G E R S
2 1
G A M E C H A N G E R S
C o lle ge N o n -sm o ke rs C o lle ge S m o ke rs
E n viro n m e n ta lly D isco n n e cte d
E n viro n m e n ta lly Awa re
M ove m e n t o f ta rget p u b lic:
2 2
O U R VE H I C L E F O R C H A N G E
I N T R O D U C T I O N O F O U R S E C O N D A R Y T A R G E T P U B L I C

2 3
When one person is passionate and they bring
others on board, anything can happen.
4

OU Vi ce Presi dent of Student Government
VE H I C L E F O R C H A N G E
Our secondary public is student opinion leaders on college campuses

Break down of student opinion leaders
! S t u d e n t g o ve rn m e n t
! O n c a m p u s e n vi ro n m e n t a l g ro u p s
! C a m p u s le a d e rs

2 4
VE H I C L E F O R C H A N G E
Wh y stu d e n t o p i n i o n le a d e rs:

! S t u d e n t o p i n i o n l e a d e rs wi l l b e L e g a c y s c o n n e c t i o n
to t h e s t u d e n t b o d y o n c o l l e g e c a m p u s e s
! T h e y wi l l h e l p e x p o s e t h e t a rg e t p u b l i c to t h e
h a za rd s t h a t c i g a re t t e b u t t l i t t e r h a s o n t h e
e n v i ro n m e n t
! T h e y h a ve e x i s t i n g c o n n e c t i o n s , a u t h o ri t y, i n f l u e n c e ,
a n d m o t i va t i o n
4

! S t u d e n t o p i n i o n l e a d e rs c a n b e e a s i l y re a c h e d
4

! H a ve re s p e c t f ro m p e e rs
4

! Wi l l fo s t e r a s e n s e o f f a m i l i a ri t y
4





2 5
O U R G A M E P L A N
O U R R E S E A R C H M E T H O D O L O G Y
2 6
We a sk e d o u rse lve s:

1 . Wh a t t ri g g e rs m o t i va te s m o k e rs to d i s c a rd c i g a re t te b u t t s
i m p ro p e rly?

2 . Wh a t ro le d o s o c i a l s m o k e rs p la y i n c i g a re t te b u t t p o llu t i o n ?

3 . Wh a t m e t h o d s d o s t u d e n t o p i n i o n le a d e rs u s e to c re a te
c h a n g e o n c o lle g e c a m p u s e s ?

O U R G A M E P L A N
2 7
R e se a rc h i n i ti a ti ve s:

! S u rve ye d 3 1 6 c o lle g e s t u d e n t s f ro m a c ro s s t h e c o u n t ry
! C o n d u c te d p e rs o n a l i n te rvi e ws wi t h c o lle g e s m o k e rs
! L e d a fo c u s g ro u p c o n s i s t i n g o f 2 d a i ly s m o k e rs a n d 3 s o c i a l
s m o k e rs
! I n te rvi e we d o n -c a m p u s s t u d e n t o p i n i o n le a d e rs
! I n te rvi e we d t h e U n i ve rs i t y o f O k la h o m a M a i n te n a n c e s t a f f
! C o n d u c te d fo llo w u p s u rve y o f 2 0 0 c o lle g e s t u d e n t s f ro m
a c ro s s t h e c o u n t ry a b o u t o u r c a m p a i g n m e s s a g e
O U R G A M E P L A N
2 8
Q u a n t i t a t i ve R e s e a rc h :

O u r p ri m a ry q u a n t i t a t i v e re s e a rc h m e t h o d o f c h o i c e w a s t o c o n d u c t a s u rv e y.
S u rv e y i n g a s a p ri m a ry m e t h o d o f re s e a rc h w a s s u c c e s s f u l i n a s s e s s i n g a t t i t u d e s ,
o p i n i o n s a n d a w a re n e s s b a s e d o n c i g a re t t e b u t t p o l l u t i o n a n d re l a t e d t o p i c s .

! Wh y a s u rv e y ?
! F a s t , a f fo rd a b le wa y o f re a c h i n g a la rg e a u d i e n c e

! H o w d i d w e d i s t ri b u t e o u r s u rv e y ?
! D i s t ri b u te d t h e li n k to o u r s u rve y o n o u r p e rs o n a l s o c i a l m e d i a s i te s , a s we ll a s c a m p u s
s o c i a l m e d i a s i te s
! A s k e d fe llo w O U s t u d e n t s to p a rt i c i p a te vi a e m a i l, te xt a n d p h o n e c a lls
! P a s s e d o u t h a rd c o p i e s o f t h e s u rve y o n c a m p u s c o rn e r
! H o w d i d w e c o l l e c t re s u l t s ?
! M a jo ri t y o f s u rve ys we re c o m p le te d o n li n e , wi t h a fe w p ri n t c o p i e s m a n u a lly e n te re d
! We c o lle c te d 3 1 6 re s p o n s e s b e t we e n F e b ru a ry 2 0 , 2 0 1 4 a n d M a rc h 9 , 2 0 1 4
! We c o lle c te d 2 0 0 re s p o n s e s b e t we e n A p ri l 1 3 , 2 0 1 4 a n d A p ri l 1 5 , 2 0 1 4

O U R G A M E P L A N
2 9
G ra d u a te
1 6 %
U n d e rgra d u a te
8 4 %
H o w m a n y p e o p le th a t to o k o u r su rvey we re o u r ta rget
p u b lic?
3 0
O U R G A M E P L A N
Q u a li ta ti ve R e se a rc h :

O u r p ri m a ry q u a l i t a t i v e re s e a rc h m e t h o d o f c h o i c e wa s t o c o n d u c t a f o c u s
g ro u p i n a re s e rv e d c o n f e re n c e ro o m o n c a m p u s .

! Wh y a f o c u s g ro u p ?
! Q u i c k a n d a f fo rd a b le wa y o f o b ta i n i n g a la rg e a m o u n t o f d a ta
! H i g h fa c e va li d i ty
! H o m o g e n o u s g ro u p o f p a rti c i p a n ts
! E a s y a c c e s s to U n i ve rs i ty o f O k la h o m a s tu d e n ts wh o s m o k e

! H o w d i d we s t ru c t u re o u r f o c u s g ro u p ?
! Typ i c a l c a s e s a m p li n g
! S e m i -s tru c tu re d q u e s ti o n s
! We s ta rte d b o th p ro to c o ls wi th th e s a m e i n tro d u c ti o n a n d g u i d e li n e s
! I c e b re a k e r q u e s ti o n to e n c o u ra g e o p e n c o m m u n i c a ti o n
! We u s e d a m i x o f d e s c ri p ti ve a n d s tru c tu ra l q u e s ti o n s i n o rd e r to g e t a s e n s e o f th e
p a rti c i p a n ts e xp e ri e n c e s , e xp lo re h o w th e y fe lt a b o u t p a rti c u la r s u b je c ts a n d
a s s e s s c u rre n t k n o wle d g e

3 1
O U R G A M E P L A N
Q u a li ta ti ve R e se a rc h :

We c h o s e t o c o n d u c t p e rs o n a l i n t e rv i e w s t o g a i n i n -d e p t h i n s i g h t f ro m
s m o k e rs a n d o p i n i o n l e a d e rs
! Wh y i n t e rv i e w s ?
! H i g h fa c e va li d i ty
! E a s y a c c e s s to re le va n t p a rti c i p a n ts
! A llo w m o re d e ta i le d q u e s ti o n s
! G o o d fo r o b ta i n i n g i n fo rm a ti o n a b o u t p e rs o n a l fe e li n g s , p e rc e p ti o n s a n d o p i n i o n s
! I n te rvi e we e s a re n o t i n flu e n c e d b y o th e rs o p i n i o n s , a llo wi n g th e m to b e m o re
o p e n

! H o w d i d we c o n d u c t o u r i n t e rv i e w s ?
! E s ta b li s h e d d i f fe re n t s e ts o f q u e s ti o n s fo r d i f fe re n t i n te rvi e we e s
! S c h e d u le d o n e o n o n e ti m e o r c o n d u c te d e m a i l i n te rvi e ws
! To o k n o te s a n d / o r re c o rd e d i n te rvi e w re s p o n s e s
! F o r i n p e rs o n i n te rvi e ws , m e t i n a m u tu a l lo c a ti o n
3 2
Q u a li ta ti ve R e se a rc h :

We c h o s e to c o n d u c t p a rt i c i p a n t o b s e rva t i o n s

! Wh y o b s e rva t i o n ?
! H e lp fu l to stu d y b e h a vi o rs th a t o c c u r n a tu ra lly
! G e n e ra te s d i f fe re n t re su lts th e n th e a rti fi c i a l c o n te xt o f a c o n tro lle d la b o ra to ry
se tti n g
! N o a tte m p t a t m a n i p u la ti n g va ri a b le s
! M e a su re wh a t b e h a vi o r i s li k e i n re a l li fe
! H i g h e c o lo g i c a l va li d i ty

! H o w we c o n d u c t e d o u r o b s e rva t i o n ?
! Vi si te d a p o p u la r sm o k i n g lo c a ti o n o n th e o u tsk i rts o f c a m p u s
! Wa tc h e d sm o k e rs i n th e i r n a tu ra l e le m e n t fo r 3 0 m i n u te s
! To o k n o te s
O U R G A M E P L A N
3 3
! O b s e rva t i o n
! Wh i le d o i n g a p a rti c i p a n t o b se rva ti o n a t a c o m m o n sm o k i n g a re a o n
th e o u tsk i rts o f c a m p u s, two m e m b e rs o f th e Tra sh Ta lk e rs we re
d i sc u ssi n g wi th th e sm o k e rs wh y li tte ri n g th e i r b u tts h a d b e c o m e su c h
a n i ssu e . D u ri n g th i s d i a lo g u e , o n e o f th e sm o k e rs to sse d h i s
c i g a re tte o n to th e g ro u n d . T h i s re su lte d i n o n e o f h i s fri e n d s
i m m e d i a te ly sa yi n g , C o m e o n m a n , th a ts e xa c tly wh a t th e yre
ta lk i n g a b o u t! A s a re p ly th e sm o k e r wh o li tte re d sa i d , M y b a d , i ts
ju st a h a b i t. I d i d n t e ve n th i n k a b o u t i t.
! C o n c lu s i o n
! S m o k e rs a n d n o n -sm o k e rs h a ve d i sm i sse d th e i ssu e fo r so lo n g th a t
li tte ri n g yo u r b u tts i s wi d e ly so c i a lly a c c e p ta b le , o r a t le a st u n n o ti c e d .
(M o re so th a n th ro wi n g d o wn a p a p e r b a g o r p la sti c b o ttle . ) S m o k e rs
n e e d to b e a wa re o f th e re p e rc u ssi o n s o f th e i r a c ti o n s a n d a lso n e e d
to b e h e ld a c c o u n ta b le b y o th e r sm o k e rs a n d n o n -sm o k e rs i n so c i a l
a n d p u b li c se tti n g s. L a w e n fo rc e m e n t h a s to m a k e c i g a re tte b u tt
li tte ri n g a p ri o ri ty a n d c i vi li a n s sh o u ld ta k e th e e xtra ste p to re p o rt
li tte ri n g p e rp e tra to rs.
O U R G A M E P L A N
3 4
! O b s e rva t i o n 2
! D u ri n g a se ssi o n o f p a rti c i p a n t o b se rva ti o n , th e Tra sh Ta lk e rs te a m
wi tn e sse d two yo u n g m a le a d u lts sm o k i n g c i g a re tte s. O n e h a d th ro wn
h i s o n th e g ro u n d a n d th e y wa lk e d a wa y. T h e o th e r k e p t h i s c i g a re tte i n
o rd e r to th ro w i t a wa y la te r. Wh e n a sk e d wh y h e d e c i d e d to k e e p h i s
c i g a re tte i n ste a d o f th ro wi n g i t o n th e g ro u n d , h e sa i d , th a t h e wa s fro m
S o u th K o re a a n d i n h i s c u ltu re i t i s c o n si d e re d b a d m a n n e rs a n d so c i a lly
u n a c c e p ta b le to th ro w yo u r c i g a re tte o n th e g ro u n d .
! C o n c lu s i o n
! B a se d o n th e se c o n d o b se rva ti o n , i t i s c le a r th a t th e S o u th K o re a n
c u ltu re h a s b e e n i n g ra i n e d i n to h i s b e h a vi o r. T h e yo u n g m a n wa s wi lli n g
to tra n sfe r h i s p ra c ti c e s a n d b e li e fs to a n o th e r c o u n try, wh e re th o se
sta n d a rd s a re n o n e xi ste n t. P ro vi n g th a t b y c h a n g i n g th e m i n d se t a n d
c u ltu re o f sm o k e rs a s we ll a s th e e xp e c ta ti o n s o f n o n -sm o k e rs, th e
re su lt wi ll b e a c h a n g e o f b e h a vi o r.
O U R G A M E P L A N
3 5
! C i g a re t te P i c k U p R e a c t i o n s
! F o r o n e h o u r, th e Tra sh Ta lk e rs p i c k e d u p c i g a re tte b u tts a ro u n d o n e
b lo c k ju st o f f c a m p u s. D u ri n g ju st th i s o n e h o u r, th e te a m h a d fi ve
p e o p le th a n k th e m a n d o f fe r e n c o u ra g e m e n t. Wi th sta te m e n ts si m i la r
to , T h a n k yo u fo r d o i n g th a t! G o o d jo b ! G o o d fo r yo u ! a n d Wa y to
g o ! I n a d d i ti o n to th e n i c e c o m m e n ts, th e te a m h a d two p e o p le
p h ysi c a lly h e lp th e m b y p i c k i n g u p c i g a re tte b u tts a n d b ri n g i n g th e m to
th e te a m m e m b e rs.
! C o n c lu s i o n
! T h e Tra sh Ta lk e rs we re i n sp i re d b y th i s e xp e ri e n c e . We b e li e ve th a t th i s
m o ve m e n t, th i s c a m p a i g n , i s so m e th i n g th a t p e o p le c a n a n d wi ll g e t
b e h i n d . A ll i t ta k e s i s m a k i n g th e m a wa re o f th e i ssu e a n d h o w i t
a f fe c ts th e m .
O U R G A M E P L A N
3 6
TR AS H TALK E R S
P R O P R I E TAR Y R E S E AC H
K E Y FI N D I N G S
2 0 1 4 T
2

3 7
S m o k e rs vs S o c i a l S m o k e rs:
! I t i s i m p o rt a n t to i d e n t i f y t h a t c o lle g e s t u d e n t s a re ra re ly
wi lli n g to c o i n t h e m s e lve s a s a s m o k e r
1 , 2 , 3

! T h e te rm s o c i a l s m o k e r h a s b e c o m e i n c re a s i n g ly p o p u la r
a m o n g m i lle n n i a ls
1 , 2 , 3

! S o c i a l s m o k e rs a re t h o s e wh o d o n o t s m o k e e ve ryd a y o r t h o s e
wh o s m o k e le s s t h a n o n e c i g a re t te a d a y
3 6

! S o c i a l s m o k e rs a ls o g i ve t h o s e wh o a re i n d e n i a l a b o u t t h e i r
h a b i t a n o p p o rt u n i t y to i d e n t i f y wi t h a g ro u p
3 7


I f I a m o u t a t t h e b a r I wo u ld p u t m y c i g a re t te i n a t ra s h c a n , b u t
i f t h e re 's n o t o n e a ro u n d I re a lly wo u ld n 't g o o u t o f m y wa y. I 'd
p ro b a b ly t h ro w i t o n t h e g ro u n d o r o n t h e t a b le
-U n i v e rs i t y o f O k l a h o m a s o c i a l s m o k e r, s e n i o r
T E A M D I S C O VE R I E S
3 8
T E A M D I S C O VE R I E S
1 . S m o k e rs d o n o t re a li ze t h e lo n g -te rm e n vi ro n m e n t a l i m p a c t
o f li t te ri n g
1 , 3


2 . S m o k e rs e xp re s s e d va ryi n g d e g re e s o f g u i lt wh e n li t te ri n g
c i g a re t te b u t t s
3


3 . S m o k e rs li t te r c i g a re t te b u t t s o u t o f h a b i t a n d s e ld o m t h i n k
wh e n d o i n g s o
1 , 3 , 5

4 . O p i n i o n le a d e rs a re u n c o n c e rn e d wi t h t h i s to p i c a n d h a ve
re s e rva t i o n s a b o u t i n d o rs i n g t h i s i s s u e
4

3 9
I m p a ct
G u ilt
4 0
T E A M D I S C O VE R I E S
I m p a c t:

! J u s t o n e c i g a re t te b u t t d o e s n o t m a k e a d i f fe re n c e
3


-F o c u s g ro u p p a rt i c i p a n t , U n i v e rs i t y o f O k l a h o m a s e n i o r.
! P re vi o u s ly li t te re d c i g a re t te b u t t s a llo w s m o k e rs a n d s o c i a l
s m o k e rs to ju s t i f y t h e i r b e h a vi o r
3

! I f th e re a re a lre a d y a to n o f c i g a re tte s o n th e g ro u n d , se e i n g b u tts
o n th e g ro u n d m a k e s i t o k to d o so
3

-F o c u s g ro u p p a rt i c i p a n t , U n i ve rs i t y o f O k l a h o m a s e n i o r

4 1
I m p a c t:

! S m o k e rs s h o we d i n te re s t i n k n o wi n g e xa c t ly h o w t h e i r li t te re d
c i g a re t te b u t t s e f fe c te d t h e e n vi ro n m e n t
3

! Wh i le i t m a y b e i lle g a l to s m o k e o n c a m p u s t h e re i s we a k
le g a l e n fo rc e m e n t fo r t h e o f fe n s e
1

! 7 9 % o f re sp o n d e n ts re p o rte d th a t th e y a re u n a wa re o f h o w a n ti -
li tte ri n g p o li c i e s a re e n fo rc e d o n th e i r c a m p u s
1


T E A M D I S C O VE R I E S
4 2
T E A M D I S C O VE R I E S
Ye s
2 1 %
N o
7 9 %
Are yo u a wa re o f h o w a n ti-litte rin g p o licie s a re
e n fo rce d ?
I m p a ct:
4 3
G u i lt:

! R e g u la r s m o k e rs e xp e ri e n c e m o re g u i lt re g a rd i n g c i g a re t te
li t te r t h a n s o c i a l s m o k e rs

! S m o k e rs se e c i g a re tte b u tts li tte re d e ve ryd a y
3

! S m o k e rs fe e l m o re g u i lt wh e n li t te ri n g o t h e r i te m s
! I d o n t th i n k i t i s a s b a d a s a fa st fo o d b a g b e i n g th ro wn o u t th e
wi n d o w wh e n d ri vi n g .
3


-F o c u s g ro u p p a rt i c i p a n t , U n i v e rs i t y o f O k l a h o m a s e n i o r.

T E A M D I S C O VE R I E S
4 4
G u i lt:

! S m o k e rs fe e l m o re g u i lt wh e n li t te ri n g t h e i r b u t t s i n p la c e s
s u c h a s p a rk s i n c o m p a ri s o n to s t re e t s
3

! O u r s u rve y re s u lt s i n d i c a te d t h a t s o m e c o lle g e s t u d e n t s a re
h e s i t a n t a b o u t la b e li n g t h e m s e lve s a s s o c i a l s m o k e rs e ve n
t h o u g h t h e y p a rt i c i p a te i n a c t i o n s t h a t c la s s i f y t h e m a s a
s o c i a l s m o k e r
T E A M D I S C O VE R I E S
4 5
T E A M D I S C O VE R I E S
Ye s
3 8 %
N o
6 2 %
I n o u r se co n d su rvey, we
a ske d p a rticip a n ts if
th ey sm o ke wh e n eve r
th ey d rin k .

We th e n to o k th o se wh o
m a rke d th a t th ey d id ,
a n d a ske d th e m if th ey
co n sid e r th e m se lve s
so cia l sm o ke rs.

6 2 % sa id n o th ey d o n o t
co n sid e r th e m se lve s
so cia l sm o ke rs.
4 6
T E A M D I S C O VE R I E S
C o m p lete ly
D isa gre e
6 3 %
S o m ewh a t
D isa gre e
2 3 %
N e u tra l
7 %
S o m ewh a t
Agre e
6 %
C o m p lete ly Agre e
1 %
Agre e o r D isa gre e : I t is o k a y fo r so m e o n e to th ro w th e ir
ciga rette b u tt o n th e gro u n d .
G u ilt:
4 7
T E A M D I S C O VE R I E S
T h i n k :

! L i t te ri n g c i g a re t te b u t t s h a s b e c o m e a h a b i t
1 , 3
! I s i t so c i a lly a c c e p ta b le ?
! S m o k e rs d o n o t th i n k a b o u t th e c o n se q u e n c e s o f th e i r a c ti o n s
! T h e re i s lo w a wa re n e s s a b o u t :
! I f c i g a re tte b u tts a re b i o d e g ra d a b le a n d h o w lo n g th a t p ro c e ss ta k e s
1

! Wh a t c i g a re tte fi lte rs a re m a d e o f
1

! T h e c h e m i c a ls p re se n t i n c i g a re tte b u tts
1

4 8
U n su re
5 4 %
N o
3 9 %
P re fe r N o t to
An swe r
2 %
Ye s
5 %
Are C iga rette s B io d gra d a b le ?
T E A M D I S C O VE R I E S
Th in k :
4 9
T h i n k :

! I d o n t t h i n k a n yb o d y i s s i t t i n g a ro u n d p la yi n g wi t h c i g a re t te
b u t t s ye a h i t s to xi c , b u t I d o n t t h i n k i t i s s i g n i fi c a n t .
3

- F o c u s g ro u p p a rt i c i p a n t , U n i v e rs i t y o f O k l a h o m a s e n i o r

! I d o n t t h i n k t h i s i s s u e f a lls u n d e r t h e s a m e c a te g o ry a s
p la s t i c wa te r b o t t le s .
3

-F o c u s g ro u p p a rt i c i p a n t , U n i v e rs i t y o f O k l a h o m a s e n i o r

! M y b a d , i t s ju s t a h a b i t . I d i d n t e ve n t h i n k a b o u t i t .
5

-I n t e rv i e w p a rt i c i p a n t , U n i v e rs i t y o f O k l a h o m a s t u d e n t

T E A M D I S C O VE R I E S
5 0
R e cyclin g
2 9 %
S a vin g E le ctricty
2 5 %
C a rp o o lin g
1 7 %
B ik in g a s
Tra n sp o rta tio n
8 %
R e u sa b le G ro ce ry
B a gs
1 6 %
N o n e
5 %
H o w E co -Frie n d ly a re S m o ke rs?
K ey in sigh t: S m o ke rs a re
th in k in g a b o u t o th e r
e n viro n m e n ta l to p ics
5 1
O U R VE H I C LE FO R C H AN G E
K E Y FI N D I N G S O N S TU D E N T O P I N I O N LE AD E R S
5 2
T E A M D I S C O VE R I E S
L e g a c ys ve h i c le fo r c h a n g e stu d e n t o p i n i o n le a d e rs:

! Typ e s o f s t u d e n t o p i n i o n le a d e rs i n te rvi e we d
! P re si d e n t o f S tu d e n t G o ve rn m e n t A sso c i a ti o n
! Vi c e P re si d e n t o f S tu d e n t G o ve rn m e n t A sso c i a ti o n
! S o o n e rth o n C h a i r (la rg e st c a m p u s p h i la n th ro p y e ve n t)
! G re e n We e k C h a i r
! P re vi o u s F ra te rn i ty P re si d e n t
! Vi c e C h a i r o f C a m p u s A c ti vi ti e s C o u n c i l
! Vi c e P re si d e n t o f U n i o n P ro g ra m m i n g B o a rd
! S tu d e n t E m p lo ye e fo r H e a lth y S o o n e rs
5 3
T E A M D I S C O VE R I E S
S t u d e n t o p i n i o n le a d e r p o i n t s o f vi e w
4
:

! T h i n k t h e y h a ve b e t te r t h i n g s to d o
! M a jo ri t y u n c o n c e rn e d d u e to lo w a wa re n e s s le ve ls
! B e li e ve c i g a re t te b u t t li t te r i s o n ly a p ro b le m o n t h e o u t s k i rt s
o f c a m p u s
! B e li e ve m a i n te n a n c e a lre a d y h a n d le s t h i s i s s u e
! O p e n to h e a ri n g i s s u e s t h a t a re i m p o rt a n t to s t u d e n t s
! N e e d to e s t a b li s h re le va n c e a n d m u t u a lly b e n e fi c i a l
re la t i o n s h i p s to t h e m a n d t h e i r o rg a n i za t i o n s
! E n vi ro n m e n t a l g ro u p s a re lo o k i n g fo r t a n g i b le re s e a rc h a n d
i n te re s t i n g t a c t i c a l m a te ri a ls b e fo re t h e y p ro m o te n e w i s s u e s

5 4
T E A M D I S C O VE R I E S
D u ri n g i n te rv i e ws wi t h s t u d e n t o p i n i o n le a d e rs we e s t a b li s h e d
s e ve ra l s u c c e s s f u l a n d u n s u c c e s s f u l wa y s to t a rg e t c o lle g e
s t u d e n t s
4


! S u c c e s s f u l:
! S o c i a l m e d i a
! Wo rd o f m o u th fro m fri e n d s a n d fa m i li a r o p i n i o n le a d e rs
! U ti li ze e xi sti n g e n vi ro n m e n ta l o rg a n i za ti o n s
! G u e ri lla m a rk e ti n g
! M a k i n g b e n e fi ts to o p i n i o n le a d e rs a n d stu d e n t b o d y o b vi o u s
! Ta rg e t stu d e n t b o d y a t a yo u n g a g e
! S h o rt ti m e p e ri o d e ve n ts
! R e m i n d o p i n i o n le a d e rs h o w i m p o rta n t th e y a re wh e n i n tro d u c i n g c h a n g e
! P ro vi d i n g i n c e n ti ve s
! U n s u c c e s s f u l
! C h a lk i n g
! A c c u sa to ry a n d c o n fro n ta ti o n a l ve rb i a g e
! H a n d i n g o u t flye rs

5 5
S tu d e n t o p i n i o n le a d e rs a re th e ri g h t ve h i c le fo r c h a n g e :

! We fo c u s o n wh a t s e e m s to b e a p o p u la r i s s u e a t t h e t i m e . F lu
s e a s o n , h e a lt h y e a t i n g , m e n t a l h e a lt h , e xe rc i s e . I f a n i s s u e
b e c a m e b i g we wo u ld li k e ly c o n s i d e r i t .
4

-U n i v e rs i t y o f O k l a h o m a C a m p u s A c t i v i t i e s C o u n s e l V i c e C h a i r


! I t h i n k i t i s m o s t e f fe c t i ve wh e n p e o p le i n t h e i r c i rc le s a re
m a k i n g t h e c h a n g e .
4

-U n i v e rs i t y o f O k l a h o m a s t u d e n t e m p l o y e e a t H e a l t h y S o o n e rs


T E A M D I S C O VE R I E S
5 6
S tu d e n t o p i n i o n le a d e rs a re th e ri g h t ve h i c le fo r c h a n g e :
! C h a n g e o n c a m p u s c a n t h a p p e n wi t h o u t s t u d e n t s . S t u d e n t s m u s t
m o b i l i ze a n d g e t a d m i n i s t ra t i o n b e h i n d i t b u t i t m u s t s t a rt w i t h
s t u d e n t s .
4

-U n i ve rs i t y o f O k l a h o m a C ri m s o n C l u b C h a i r/ U n i o n P ro g ra m m i n g B o a rd P re s i d e n t

! " I re a l l y d o n 't k n o w m u c h a b o u t t h e i s s u e b u t I t h i n k i f p e o p l e fo u n d
o u t a b o u t t h e f a c t s yo u h a ve m e n t i o n e d i t c o u l d g e t t h e a t t e n t i o n o f
s t u d e n t s .
4

-U n i v e rs i t y o f O k l a h o m a G re e n We e k C h a i r
T E A M D I S C O VE R I E S
5 7
S tu d e n t o p i n i o n le a d e rs a d d re ss h o w to re a c h th e
stu d e n t b o d y:

! I t h i n k s o c i a l m e d i a i s a h u g e t h i n g b e c a u s e s t u d e n t s s p e n d
p ro b a b ly wa y to o m u c h o f t h e i r t i m e o n s o c i a l m e d i a .
4

-U n i v e rs i t y o f O k l a h o m a S t u d e n t G o v e rn m e n t A s s o c i a t i o n V i c e P re s i d e n t /
S o o n e rt h o n C h a i r
! To g e t o u r G re e n We e k m e s s a g e s o u t we h a ve fo u n d t h a t u s i n g
s u rp ri s i n g f a c t s a b o u t t h e e n v i ro n m e n t o n s o c i a l m e d i a i s a ve ry
u s e f u l to o l .
4

-U n i v e rs i t y o f O k l a h o m a G re e n We e k C h a i r
! A n y t h i n g to d o wi t h t h e fo o t b a l l t e a m g e t s m o s t k i d s i n vo l ve d .
4

-U n i v e rs i t y o f O k l a h o m a f o rm e r f ra t e rn i t y p re s i d e n t
T E A M D I S C O VE R I E S
5 8
C A M P A I G N F R A M E WO R K
G O A L S , O B J E C T I V E S A N D S T R A T E G I E S
5 9
P U R P O S E O F C A M P A I G N
! To e d u c a te , m o t i va te a n d c h a n g e b e h a vi o r o f c o lle g e s t u d e n t s
a n d t h e i r i n vo lve m e n t i n re la t i o n to t h e h a rm f u l e n vi ro n m e n t a l
e f fe c t s o f c i g a re t te li t te r
! B y i n sp i ri n g , i n tri g u i n g a n d su rp ri si n g c o lle g e o p i n i o n le a d e rs wh o a re
i n flu e n ti a l o n c a m p u s. We p la n to h a ve th e m re la y o u r m e ssa g e to
fe llo w c o lle g e stu d e n ts a n d b u i ld a wa re n e ss wh i c h wi ll m a k e th e m
sta rt to th i n k
! B y i d e n ti fyi n g c o lle g e a g e sm o k e rs i m p a c t, o u r d e si re d re su lt i s to
c h a n g e th e c i g a re tte b u tt li tte ri n g b e h a vi o r
! B y p la yi n g th e g u i lt c a rd we p la n to c re a te a d vo c a c y a m o n g c o lle g e
stu d e n ts
6 0
O U R G O A L
R a i se a wa re n e ss a m o n g co lle g e
stu d e n ts a b o u t th e h a za rd s o f
ci g a re tte li tte r o n a n d a ro u n d
co lle g e ca m p u se s
6 1
O U R O B J E C T I VE S
1 . I n c re a se th e n u m b e r o f c o lle g e stu d e n ts wh o a re
a wa re o f th e to xi c i ty a n d h a za rd s o f c i g a re tte li tte r
b y 4 0 % n o la te r th a n A p ri l 3 0 , 2 0 1 5

2 . R a i se th e n u m b e r o f sm o k e rs wh o a c k n o wle d g e th e
fa c t th a t li tte ri n g th e i r c i g a re tte b u tts i s h a rm fu l to
th e e n vi ro n m e n t b y 3 0 % b e fo re A p ri l 3 0 , 2 0 1 5

6 2
O U R O B J E C T I VE S C O N T I N U E D
3 . E xp a n d th e n u m b e r o f o n -c a m p u s e n vi ro n m e n ta l
g ro u p s th a t a d d re ss c i g a re tte li tte r i n th e i r a n ti -
li tte ri n g p ro g ra m s

4 . D e c re a se th e n u m b e r o f c i g a re tte b u tts li tte re d b y
c o lle g e stu d e n ts b y 5 0 % b e fo re A p ri l 3 0 , 2 0 1 9
6 3
O U R S T R AT E G I E S
1 . E n c o u ra g e s t u d e n t s to d i s c a rd t h e i r c i g a re t te b u t t s .
2 . Wo rk wi t h o p i n i o n le a d e rs a n d e n vi ro n m e n t a l g ro u p s to
e d u c a te s t u d e n t s

3 . R a i s e s o c i a l m e d i a a wa re n e s s fo r t h e A m e ri c a n L e g a c y
F o u n d a t i o n b y i n c re a s i n g li k e s o n F a c e b o o k f ro m 3 , 1 8 7 to
1 5 , 0 0 0 a n d t wi t te r fo llo we rs f ro m 2 , 9 4 2 to 1 5 , 0 0 0 b y
A p ri l 3 0 , 2 0 1 5

6 4
O U R S T R AT E G I E S C O N T I N U E D
4 . U t i li ze t h e i m p a c t o f g u e rri lla m a rk e t i n g to i n c re a s e
a wa re n e s s
5 . Wo rk wi t h c o lle g e c a m p u s e s to d e te rm i n e b e s t p o s s i b le
s o lu t i o n to p ro p e r c i g a re t te d i s p o s a l o n c a m p u s
! Wi th a fo c u s o n n o n -sm o k i n g c a m p u se s
6 . C h a n g e b e h a vi o r i n c o lle g e s t u d e n t s b y m o t i va t i n g s m o k e rs
to N O T d i s p o s e o f c i g a re t te b u t t s o n t h e g ro u n d

6 5
WH Y WE A R E R E T H I N K I N G
R E T H I N K B U T T S . O R G
! C i g a re t te b u t t li t te r h a s n e ve r b e e n t h o u g h t a b o u t b y m i lle n n i a ls
! O h m a n , I m so rry, i ts ju st a h a b i t
5

! N e e d to e sta b li sh a wa re n e ss b e fo re th e i ssu e c a n b e re th o u g h t
! P e rc e p t i o n o f t h e n a m e R e t h i n k B u t t s . o rg i s s k e we d
! Tra sh Ta lk e rs fo c u s g ro u p ve rb a ti m :
! I t so u n d s li k e a b a d p o rn we b si te
3

! O r e ve n a we i g h t-lo ss p ro g ra m
3

! R e t h i n k B u t t s . o rg c o u ld b e a g re a t p la t fo rm o n c e a wa re n e s s h a s
b e e n e s t a b li s h e d
6 6
! A f te r a ll o f o u r q u a li t a t i ve a n d q u a n t i t a t i ve re s e a rc h i t i s
a p p a re n t t h a t c o lle g e s m o k e rs , s o c i a l s m o k e rs , a n d n o n -
s m o k e rs a re n o t t h i n k i n g a b o u t c i g a re t te li t te r a t a ll
! T h o s e wh o s m o k e d o n o t t h i n k li t te ri n g t h e i r b u t t s i s a b i g d e a l
! N o n s m o k e rs a re c o m p le te ly u n a wa re t h a t c i g a re t te b u t t s a re
e ve n b e i n g li t te re d b e c a u s e i t i s n o t o n t h e i r ra d a r

T h e se k e y fi n d i n g s le d u s to o u r
ca m p a i g n m e ssa g i n g
T H E T H I N K C A M P A I G N
6 7
2 0 1 4 T
2

WE AR E AS K I N G S M O K E R S TO
6 8
T H I N K A B O U T T H I S
M o st ci g a re tte li tte r i s fo u n d
wi th i n 1 0 fe e t o f a p e rm a n e n t
tra sh ca n
3 4

6 9
T H E T H I N K C A M P A I G N
! 1 0 fe e t i s c lo s e
! Wh e n t h i s f a c t wa s p re s e n te d to o u r fo c u s g ro u p p a rt i c i p a n t s
t h e y we re s h o c k e d
7 0
2 0 1 4 T
2

AG AI N ,
WE AR E AS K I N G S M O K E R S TO
7 1
T H I N K A B O U T T H I S
C i g a re tte b u tts ca n ta k e u p to 1 0
ye a rs to b i o d e g ra d e
2
7 2
A L O T C A N
H A P P E N I N
1 0 YE A R S


H E R E A R E
T H E T R A S H
TA L K E R S
T E N YE A R S
AG O
Am y M ille r
B ro o ke
D e M ira n d a
Alex B lett
P a trick
M cS we e n ey
An d re a
P e m b e rto n
La u ra Wilcox
7 3
ALL O F TH I S LE D U S TO O U R
C AM P AI G N M E S S AG I N G
74
C A M P A I G N M E S S AG E
1 0 fe e t sa ve s 1 0 ye a rs. T h i n k .
7 5
2 0 1 4 T
2

7 6
! 7 0 % o f s u rve y re s p o n d e n t s re p o rte d t h a t 1 0 fe e t s a ve s 1 0
ye a rs . T h i n k . i s a ve ry p o we rf u l / p o we rf u l m e s s a g e .

S U P P O R T I N G M E S S AG E
0
1 0
2 0
3 0
4 0
5 0
6 0
Ve ry
P o we rfu l
P o we rfu l N e u tra l We a k Ve ry We a k
1 0 Fe et S a ve s 1 0 Ye a rs. Th in k .
7 7
Ve ry I n te re stin g
1 6 %
I n te re stin g
5 6 %
N e u tra l
1 8 %
U n in te re stsin g
8 %
Ve ry
U n in te re stin g
2 %
! 7 2 % o f s u rve y re s p o n d e n t s re p o rte d t h a t 1 0 fe e t s a ve s 1 0
ye a rs . T h i n k . i s a ve ry i n te re s t i n g / i n te re s t i n g m e s s a g e .
7 8
! Wh e n s u rve y p a rt i c i p a n t s we re a s k e d Wh a t wo rd s c o m e to
m i n d wh e n yo u h e a r t h i s c a m p a i g n m e s s a g e ? 1 0 fe e t s a ve s 1 0
ye a rs . T h i n k . we g a i n e d s o m e ve ry g o o d i n s i g h t s
! H e re a re a fe w o f t h e 1 4 1 o p e n e n d e d re s p o n s e s we c o lle c te d :

S U P P O R T I N G O U R M E S S AG E
Wo w! U n h e a lth y, gro ss, d isgu stin g

Th a ts a d e ca d e ! ! ! ! ! ! D o n t sm o ke . Yo u will get sick a n d d ie .

I th in k o f sm a ll ch ild re n . Little k id s wh o like to p u t th in gs
in th e ir m o u th co u ld p ick it u p . E a tin g it is p u ttin g
d a n ge ro u s toxin s in th e ir little b o d ie s. 1 0 m o re fe et co u ld
sa ve a life o f a ch ild .

I m n o t su re wh a t th is m e ssa ge m e a n s,
h o weve r I a m e a ge r to fin d o u t m o re b y
go in g to th e we b site

S m a ll th in gs go a lo n g wa y

C re a tive
I th in k th a t so m eth in g so sim p le ca n h a ve gre a t im p a ct.
7 9
S U P P O R T I N G O U R M E S S AG E
S h o ck in g, h e a lth , h a za rd , life sa vin g
I ts a go o d m e ssa ge
Ta ke th e few extra ste p s to th ro w th e m a wa y
S to p . C a n sa ve life a n d a d d ye a rs
Wo rth it.
Ta k in g 1 0 extra
fe et to th e
tra sh ca n co u ld
sa ve th e wo rld 1 0
ye a rs o f toxin s.
I d id n t k n o w it to o k so lo n g fo r ciga rette s to b io d e gra d e .
I t isn t d ifficu lt to d isp o se o f a ciga rette b u tt p ro p e rly. P e o p le d o n t
ca re a n d its in cre d ib le wh e n it is p u t in to p e rsp e ctive o f wh a t it
d o e s to o u r e n viro n m e n t
P e o p le a re la zy/I wa n t to k n o w m o re
8 0
C A M P A I G N E XE C U T I O N
T A C T I C A L P L A N
8 1
O u r g ro u p co lle cti ve ly ca m e u p wi th 3 5
d i ffe re n t ta cti cs wh i ch we n a rro we d
d o wn to 2 0 u n i q u e ca m p a i g n ta cti cs
B R I N G I N G T H I N K T O L I F E
8 2
C o lle ge
S tu d e n ts
P re ss R e le a se
To o l K it
Fa ce b o o k
Twitte r
B illb o a rd s
P S A
P o ste rs
Flye rs
B lo gs
G re e k
Activitie s a n d
C o m p etitio n s
R iva l C a m p u s
C o m p etitio n s
Lo ca l
G ra ssro o ts
E ve n ts
P a rtn e rsh ip
with Lo ca l
C o lle ge B a rs
P a rtn e rsh ip
with
E n viro n m e n ta l
G ro u p s
C a m p a ign
We b site
B u zzfe e d
R a d io
C o m m e rcia ls
Te rra cycle
P rovid e
M o re
Ash tra ys
8 3
E n co u ra ge
S tu d e n ts to
D isca rd Th e ir
C iga rette B u tts
B lo gs
Fa ce b o o k
Twitte r
P S A
P re ss
R e le a se s
B u zzfe e d
R a d io
C o m m e rcia ls
B illb o a rd s
C h a n ge b e h a vio r in co lle ge
stu d e n ts b y m o tiva tin g sm o ke rs
to N O T d isp o se o f ciga rette b u tts
o n th e gro u n d
S tra te gy 1 :
S tra te gy 6 :
8 4
Wo rk with S tu d e n t
O p in io n Le a d e rs a n d
E n viro n m e n ta l
G ro u p s to E d u ca te
S tu d e n ts
P a rtn e rsh ip s
with
E n viro n m e n ta l
G ro u p s
O p in io n Le a d e r
To o l K it
S tra te gy 2 :
8 5
R a ise S o cia l M e d ia Awa re n e ss
fo r th e Am e rica n Le ga cy
Fo u n d a tio n b y in cre a sin g like s
o n Fa ce b o o k fro m 3 ,1 5 9 to
1 5 ,0 0 0 a n d Twitte r fo llo we rs
fro m 2 ,8 3 5 to 1 5 ,0 0 0 b y Ap ril
3 0 , 2 0 1 5
B u zzfe e d
Fa ce b o o k
Twitte r
B lo gs
C a m p a ign
We b site
S tra te gy 3 :
8 6
S tra te gy 4 :
U tilize th e I m p a ct
o f G u e rrilla
M a rketin g to
I n cre a se
Awa re n e ss
B illb o a rd s
G ra ssro o ts
eve n ts
C a m p u s
E ve n ts
8 7
S tra te gy 5 :
Wo rk with C o lle ge
C a m p u se s to
D ete rm in e B e st
P o ssib le S o lu tio n
to P ro p e r C iga rette
D isp o sa l o n
C a m p u s
P a rtn e rsh ip
with Lo ca l
C o lle ge B a rs
G re e k
Activitie s a n d
C o m p etitio n s
Te rra cycle
P rovid e
m o re
Ash tra ys
R iva l C a m p u s
C o m p etitio n s
8 8
C A M P A I G N P R O O F
O F C O N C E P T A N D
A D D I T I O N A L TAC T I C S
8 9
C A M P U S E VE N T
To te s t o u r c a m p a i g n we p a rt n e re d wi t h t h e U n i ve rs i t y o f
O k la h o m a G re e n We e k a n d h a d a b o o t h a t t h e i r Wa s te
I n fo rm a t i o n F a i r. O u r b o o t h i n c lu d e d :

C o lle cte d C iga rette s
1 0 p u ttin g gre e n
9 0
T h e C i g a re t te C o lle c t i o n
! We s p e n t o n e h o u r c o lle c t i n g c i g a re t te s
f ro m a h e a vy s m o k i n g a re a o n t h e e d g e
o f c a m p u s
! We a s k e d p e o p le wh o c a m e to o u r
b o o t h to u s e # t h i n k 1 0 to t we e t h o w
m a n y c i g a re t te s t h e y t h o u g h t we re i n
t h e ja r
! I n t wo h o u rs , we h a d 6 4 p e o p le
p a rt i c i p a te a n d we g a ve t h e wi n n e r a
$ 1 0 Vi s a G i f t C a rd
! A re yo u s e ri o u s ? F o u n d i n o n e h o u r?
L e t m e t a k e a p i c t u re o f t h o s e !
! L e g a c y c o u ld h a ve p e o p le t we e t a t t h e
L e g a c y h a n d le to g e t f a m i li a r wi t h t h e i r
t wi t te r
C A M P U S E VE N T
3
4
2
1

9 1
We fe lt o u r p a rt n e rs h i p wi t h G re e n We e k s u c c e s s f u lly ra i s e d
a wa re n e s s a m o n g t h e s t u d e n t s . T h e re a re m a n y o t h e r e ve n t s
a n d a c t i vi t i e s t h a t L e g a c y c o u ld d o :
! E n c o u ra g e B i g E ve n t (c a m p u s wi d e d a y o f s e rvi c e ) g ro u p s to
c o u n t a n d re c o rd t h e n u m b e r o f c i g a re t te s t h e y fi n d a t t h e i r
s i te s
! O rg a n i ze a c a m p u s wi d e c i g a re t te b u t t p i c k -u p , u t i li zi n g
e n vi ro n m e n t a l g ro u p s to p a rt i c i p a te
! P ro vi d e f u n , m e s s a g e o ri e n te d e ve n t s i n t h e s m o k i n g a re a s to
e n s u re t h e y a re re c e i vi n g t h e m e s s a g e to o
! 1 0 fo o t p u tti n g g re e n
! S h o o ti n g a t 1 0 fo o t b a sk e tb a ll h o o p
! Ta i lg a te g a m e s fro m 1 0 fe e t
! C o o k o u t fro m b a c k o f 1 0 fo o t U -H a u l
C A M P U S E VE N T
9 2
C A M P U S E VE N T
9 3
We u s e d s o c i a l m e d i a to e n s u re o u r m e s s a g e re a c h e d m o re
p e o p le t h a n we re p re s e n t a t t h e e ve n t
! We t we e te d a t @ O U P ro b le m s , a p la c e wh e re s t u d e n t s c a n
c o m p la i n a b o u t f ru s t ra t i n g i s s u e s o n c a m p u s
! @ O U P ro b le m s re t we e te d o u r m e s s a g e wh e re i t re c e i ve d 1 2
re t we e t s a n d 1 7 f a vo ri te s
! T h re e p e o p le a ls o re p li e d to t h e p i c t u re e xp re s s i n g t h e i r
f ru s t ra t i o n wi t h t h e i s s u e
! @ p m c s we e n z @ O U P ro b le m s I n e ve r k n o w wh a t 2 d o wh e n I
s e e s o m e 1 s m o k i n g o n c a m p u s . M y 1
s t
re a c t i o n i s 2 ye ll b u t I
d o n t wa n t 2 s t a rt a fi g h t
C A M P U S E VE N T
9 4
M o re fo llo we rs wi ll a llo w L e g a c y to h a ve a g re a te r i m p a c t o n t h i s
i s s u e . L e g a c y c a n i n c re a s e fo llo we rs b y:
! C o m p e t i t i o n s s u c h a s o u r g u e s s h o w m a n y b u t t s i n t ro d u c e
t h e to p i c to m o re p e o p le
! U t i li ze ri va lri e s a m o n g s t o rg a n i za t i o n s , g re e k h o u s e s a n d
u n i ve rs i t i e s b y h a vi n g a c o m p e t i t i o n to s e e wh o c a n g e t t h e
m o s t fo llo we rs
! H a ve c a m p u s o rg a n i za t i o n s t we e t a b o u t L e g a c y, t a k i n g
a d va n t a g e o f t h e i r e xi s t i n g s o c i a l m e d i a i n f ra s t ru c t u re
! I n c lu d e h a s h t a g i n a ll b ra n d m a te ri a ls a n d f re q u e n t ly f a vo ri te
t we e t s t h a t u s e i t
S O C I A L M E D I A
9 5
I M P L E M E N TAT I O N
9 6


# T H I N K 1 0
9 7
# T H I N K 1 0
P ro o f o f co n ce p t:

I T WO R K E D !
9 8
E n g a g i n g a n d i n te ra c t i ve t we e t s wi ll a llo w L e g a c y to s h a re f a c t s
a n d u s e fo llo we rs to s p re a d t h e i r m e s s a g e
S O C I A L M E D I A
T h e s e t w e e t s e n c o u ra g e t h o s e
a l re a d y i n t e re s t e d i n t h e i s s u e t o
p re s e n t t h e i r p a s s i o n . B y s h a ri n g
t h e i r e x p e ri e n c e s , L e g a c y w i l l b e
s u p p o rt i n g g ra s s ro o t s e f f o rt s , w h i l e
t h e i r t w e e t s w i l l a l s o i n t ro d u c e t h e
i s s u e a n d L e g a c y t o t h e i r c i rc l e o f
f ri e n d s .
9 9
A F a c e b o o k p a g e f o r t h e T h i n k 1 0 c a m p a i g n w i l l


! I n f o rm s t u d e n t s a b o u t c a m p u s e v e n t s

! U p d a t e i n i t i a t i v e p ro g re s s

! C o n n e c t s t u d e n t s w i t h t h e L e g a c y b ra n d

! A d d c re d i b i l i t y t o t h e c a m p a i g n

! A l l o w f e e d b a c k f ro m s t u d e n t s

! P ro v i d e s t u d e n t s w i t h a d d i t i o n a l re s o u rc e s f ro m
t h e L e g a c y w e b s i t e

! U t i l i z e t h e # T h i n k 1 0 h a s h t a g o u t s i d e o f T w i t t e r
F AC E B O O K
1 0 0
B u zzfe e d h a s b e c o m e a u s e f u l a ve n u e to s h a re i s s u e s a n d
o rg a n i za t i o n s wi t h c o lle g e s t u d e n t s . B u zzfe e d s a re f re q u e n t ly
s h a re d o n F a c e b o o k .
! I t h i n k B u zzfe e d s h o u ld b e 1 4 0 m i lli o n to 1 5 0 m i lli o n u n i q u e s
n e xt ye a r, 6 0 0 m i lli o n i n t h re e ye a rs , h e p re d i c t s . I t wi ll
t a k e t h e p la c e o f A O L a n d M S N a n d Ya h o o ! .
-K e n L e re r, C o f o u n d e r o f H u f f i n g t o n P o s t
! The Suns U K E d i to r D a vi d D i n s m o re d e c la re d B u zzfe e d t h e
b e s t t h i n g o n t h e i n te rn e t
! B u zzfe e d c a n b e t h e n e xt C N N
- S h a n e S m i t h , C o f o u n d e r o f VI C E
! L i s t s m a k e i t e a s i e r fo r o u r b ra i n s to a b s o rb i n fo rm a t i o n
- M a ri a K o n n i k o v a , P s y c h o l o g y J o u rn a l i s t


B U Z Z F E E D
1 0 1
B U Z Z F E E D
1 0 T H I N G S YO U M AY N O T K N O W A B O U T YO U R B U T T
1 0 2
1 0 3
1 0 4
1 0 5
1 0 6
1 0 7
1 0 8
1 0 9
1 1 0
1 1 1
1 1 2
P R E S S R E L E A S E
1 1 3
O U T D O O R A N D D I G I TA L
1 1 4
P o ste rs a n d F lye rs
S t u d e n t s wi l l p a s s o u t i n fo rm a t i ve f l ye rs a t c a m p u s e ve n t s a s p a rt o f g u e ri l l a m a rk e t i n g .



S I G N S
1 1 5
G A M E D AY R A D I O S P O T S
B e fo re a n d a fte r a n y
sp o rtin g eve n t, tra ffic
o n ca m p u s is h e ctic
a n d fo r m o st
sm o ke rs, th e p e rfe ct
tim e to ligh t u p .

Awa re n e ss a d s via
ra d io co u ld b e a
gre a t wa y to re a ch
th o se wh o m igh t
h a ve n o th in g e lse to
d o b u t sm o ke a n d
liste n to th e ra d io
wh ile th ey wa it o u t
tra ffic.
S a m p le R a d io S crip t M o rtga ge Lo a n

:3 0 R a d io
Am e rica n Le ga cy Fo u n d a tio n
Th in k
G et Yo u r B u tt in G e a r

S FX H O R N H O N K I N G

M VO : Tra ffic is a lwa ys te rrib le a fte r a n y sp o rtin g eve n t o n ca m p u s! D rive s m e cra zy.

M VO 2 : I k n o w, h o w a m I su p p o se d to q u it sm o k in g a n d q u it ro a d ra ge a ll a t th e sa m e tim e ?

M VO : (LAU G H I N G ) N o m a tte r wh ich o n e yo u re tryin g to q u it, ke e p th e m b o th in the car.

M VO 2 : Yo u wo n t ca tch m e ye llin g a t a n yo n e , b u t wh a ts th e b ig d e a l a b o u t flick in g m y ciga rette ?

M VO : D u d e , h a ve n t yo u h e a rd ?

AN N O U N C E R : Th a t u se d ciga rette b u tt th a t lo o k s like p a p e r is a ctu a lly m a d e o f a p la stic ca lle d ce llu lo se
a ceta te . I t ca n ta ke u p to 1 0 ye a rs to b io d e gra d e . I n th e m e a n tim e it will le a k toxic
ch e m ica ls in to o u r wa te rwa ys a n d so il, p o te n tia lly p u ttin g o u rse lve s, a n im a ls a n d th e
e n viro n m e n t in h a rm s wa y. S o , get yo u r b u tt in ge a r. Th in k .

M VO : Fa ir e n o u gh , I gu e ss its ju st b e co m e h a b it, I th in k its wo rth th e wa it. I ll sa ve it til I get
h o m e .
1 1 6
M a k i n g P e o p l e T h i n k i n a B I G Wa y
! A n y t i m e t h e re s a c o l l e g e g a m e , t h e re s g o i n g to b e t i m e i n b e t we e n
q u a rt e rs to re m i n d g u e s t s t h a t we a re a s m o k e f re e c a m p u s a n d i t s
e ve ryo n e s re s p o n s i b i l i t y to k e e p o u r c a m p u s h e a l t h y a n d b e a u t i f u l
re g a rd l e s s o f wh o yo u re ro o t i n g fo r.


J U M B O T R O N M E S S AG E S
1 1 7
E n vi ro n m e n ta l G ro u p s
! Wi l l a d d s u p p o rt , e x p o s u re a n d c re d i b i l i t y




L o ca l B a rs
! Wi l l re d u c e l i t t e r f ro m we e k e n d s o c i a l s m o k e rs

C a m p u s M a i n te n a n ce
! To t ra c k c a m p a i g n p ro g re s s o n c a m p u s




Te ra cycle
! Wi l l a d d c re d i b i l i t y a n d o f f -c a m p u s s u p p o rt
P A R T N E R S H I P S
1 1 8
! P S A
! P S A w i l l a i r o n c o l l e g e ra d i o s t a t i o n s a n d b o o s t a wa re n e s s o f c i g a re t t e b u t t l i t t e ri n g i s s u e .

! C a m p a i g n we b s i te
! T h e we b s i t e wi l l o f f e r n e ws a b o u t e ve n t s , u p d a t e s a n d s u p p o rt e rs , i n a d d i t i o n to i n fo rm a t i o n a b o u t
c i g a re t t e b u t t l i t t e r a n d t h e e n v i ro n m e n t .

! B lo g s
! R e g u la rly t i m e d p o s t s wi ll u p d a te s t u d e n t s a b o u t T h i n k 1 0 i n i t i a t i ve s wh i le re m i n d i n g t h e m
o f t h e p ro p e r wa y to d i s p o s e o f b u t t s .
A D D I T I O N A L TAC T I C S
th in k 1 0 .o rg
1 1 9
! O p i n i o n L e a d e r To o l K i t
! A s s e m b li n g t h e c a m p a i g n c o n te n t i n to to o l k i t s wi ll p ro v i d e q u i c k d i s t ri b u t i o n to k e y o p i n i o n
le a d e rs o n c o lle g e c a m p u s e s

! C o m m e rc i a ls
! Te le vi s i o n a n d Yo u Tu b e c o m m e rc i a ls wi ll d ri ve t ra f fi c to t h e c a m p a i g n s s o c i a l m e d i a
p la t fo rm s a n d we b s i te .

! R i va l C a m p u s C o m p e t i t i o n s
! Wh o c a n p i c k u p m o re c i g a re t te b u t t s i n o n e we e k ? O U o r O S U ? I t s a b e d la m o f b u t t s !

! G re e k A c t i vi t i e s
! E n g a g i n g f ra t e rn i t i e s a n d s o ro ri t i e s wi l l c o n n e c t t h e c a m p a i g n wi t h s o m e o f t h e n a t i o n s m o s t
i n vo l ve d , a c t i ve s t u d e n t s .


A D D I T I O N A L TAC T I C S
1 2 0
To le ve ra g e e xi s t i n g c a m p u s o rg a n i za t i o n s L e g a c y s h o u ld u t i li ze
s c h o o ls t h e y a lre a d y h a ve re la t i o n s wi t h :
! Tru t h To u r
! P e n n sylva n i a S ta te U n i ve rsi ty
! U n i ve rsi ty P a rk U n d e rg ra d u a te A sso c i a ti o n u p u a @ p su . e d u
! S u sta i n a b i li ty. p su . e d u
! O h i o S ta te U n i ve rsi ty
! U n d e rg ra d u a te S tu d e n t G o ve rn m e n t u sg @ o su . e d u
! T h e U n i ve rsi ty o f P i ttsb u rg h
! S tu d e n t G o ve rn m e n t E n vi ro n m e n ta l C o m m i tte e -
P i tt. S G B . E n vi ro n m e n ta l@ g m a i l. c o m
! U n i ve rsi ty o f C e n tra l F lo ri d a
! S tu d e n t G o ve rn m e n t E n vi ro n m e n ta l C o m m i tte e - sg a _g re e n @ u c f. e d u
! U n i ve rsi ty o f F lo ri d a
! G a to rs g o i n g G re e n - g re e n g a to rs@ sg . u fl. e d u

T E S T U N I VE R S I T I E S
1 2 1
S t u d e n t o p i n i o n le a d e rs i n fo rm e d u s t h e y a re m o re wi lli n g to
o rg a n i ze b e h i n d a n i s s u e wh e n t h e y h a ve m a te ri a ls g i ve n to t h e m
to u s e . A k i t fo r t h i s s h o u ld i n c lu d e .
! P i t c h a b o u t wh y t h i s i s i m p o rt a n t a n d c o u ld b e e f fe c t i ve o n t h e i r
c a m p u s
! F a c t s h e e t a b o u t t h e i s s u e
! F a c t u a l g ra p h i c s to u s e o n s o c i a l m e d i a
! S a m p le F a c e b o o k p o s t s a n d Twe e t s
! I n fo rm a t i o n o n wh a t o t h e r c o lle g e s h a ve d o n e to c o m b a t t h e
p ro b le m
! A d ve rt i s i n g m a te ri a l to b e u s e d i n c a m p u s n e ws p a p e r
! R e a d y to h a n g p o s te rs wi t h c a m p a i g n m e s s a g e
! Te m p la te s to m a k e c a m p u s s p e c i fi c p o s te rs
! C o n t a c t i n fo rm a t i o n fo r s o m e o n e wh o c a n a s s i s t i n
t ro u b le s h o o t i n g
T O O L K I T
1 2 2
TAC T I C A L T I M E L I N E
1 2 3
C A M P U S E VE N T S A M P L E B U D G E T
C a m p u s E ve n t
Fo o d $ 1 ,0 0 0
U -H a u l R e n ta l $ 4 0
C o lle ge To u r B a n d $ 1 5 ,0 0 0
G ive a wa y P rize s $ 5 0 0
B a sketb a ll G o a l $ 1 0 0
P u ttin g G re e n $ 6 5
O n C a m p u s Ve n u e R e n ta l $ 5 ,0 0 0
To ta l X 5 (fo r a ll te st ca m p u se s) $ 8 8 ,5 2 5
1 2 4
P R O P O S E D A N N U A L C A M P A I G N B U D G E T
O ve ra ll E xp e n se s
We b site D eve lo p m e n t a n d Fe e s $ 2 5 ,0 0 0
C o m m e rcia l P ro d u ctio n $ 1 5 ,0 0 0
C a m p u s E ve n t $ 8 8 ,5 2 5
P h o to R oya ltie s $ 5 ,0 0 0
Vo ice Acto r fo r R a d io P S A $ 2 ,5 0 0
P rize s fo r I n itia l a n d C o n clu d in g S u rveys $ 1 ,0 0 0
P rize s fo r C le a n u p C o n te sts $ 2 ,5 0 0
To ta l x $ 1 3 9 ,5 2 5
* Th is e stim a tio n d o e s n o t in clu d e m e d ia co sts a s we a re h o p in g to se cu re d o n a te d tim e a n d sp a ce
1 2 5
E VA L U AT I N G S U C C E S S
We h a ve d eve lo p e d a p la n to m o n ito r
a n d m e a su re th e su cce ss o f Th in k 1 0
u sin g a p p ro p ria te m etrics fo r e a ch
a ctio n .

Th e se m e a su re m e n ts in clu d e b u t a re
n o t lim ite d to
1 2 6
O b je cti ve # 1

I n c re a s e th e n u m b e r o f c o lle g e s tu d e n ts wh o a re a wa re o f th e to xi c i ty a n d h a za rd s
o f c i g a re tte li tte r b y 4 0 % b y A p ri l 3 0 , 2 0 1 5

O b je cti ve # 2

R a i s e th e n u m b e r o f s m o k e rs wh o a c k n o wle d g e th e fa c t th a t li tte ri n g th e i r c i g a re tte
b u tt i s h a rm fu l to th e e n vi ro n m e n t b y 3 0 % b y A p ri l 3 0 , 2 0 1 5

E va lu a ti o n

! D i s tri b u te B i a n n u a l A wa re n e s s S u rve ys to fre s h m e n a n d s o p h o m o re s tu d e n ts
a tte n d i n g th e fi ve te s t u n i ve rs i ti e s e ve ry 6 m o n th s fo r two ye a rs
! T h e s e s u rve ys wi ll a llo w L e g a c y to tra c k p ro g re s s o f th e c a m p a i g n a n d th e i m p a c t
o f s p e c i fi c m e s s a g e s a n d ta c ti c s

! R a f fle d p ri ze s wi ll p ro vi d e s tu d e n ts wi th a n i n c e n ti ve to c o m p le te th e s u rve y

S U R VE YS
1 2 7
O b je cti ve # 3

E xp a n d th e n u m b e r o f o n -c a m p u s e n vi ro n m e n ta l g ro u p s th a t a d d re ss c i g a re tte
li tte r i n th e i r a n ti -li tte ri n g c a m p a i g n

E va lu a ti o n

! O b ta i n p re ss c li p p i n g s re la ti n g to a ll e n vi ro n m e n ta l c a m p u s g ro u p s fro m th e
fi ve te st u n i ve rsi ti e s to c o m p a re m e ssa g e c o n te n t
! M o n i to r o n -c a m p u s e n vi ro n m e n ta l c a m p a i g n s u si n g so c i a l m e d i a to c o n d u c t a
c o n te n t a n a lysi s o ve r ti m e

C O N T E N T A N A LYS I S
1 2 8
O b je cti ve # 4

D e c re a se th e n u m b e r o f c i g a re tte b u tts li tte re d b y c o lle g e stu d e n ts b y 5 0 % b y
A p ri l 3 0 , 2 0 1 9

E va lu a ti o n

! Wo rk wi th c a m p u s m a i n te n a n c e a t te st u n i ve rsi ti e s to tra c k th e a m o u n t o f
c o lle c te d c i g a re tte li tte r
! Wo rk wi th lo c a l b a rs a ro u n d te st u n i ve rsi ti e s to tra c k th e a m o u n t o f c o lle c te d
c i g a re tte li tte r

! I n c lu d e a q u e sti o n i n th e B i a n n u a l Awa re n e ss S u rve y re la te d to stu d e n t
o b se rva ti o n s o f c i g a re tte li tte r

T R AC K I N G P O L L U T I O N
1 2 9
O n b e h a lf o f t h e Tra s h Ta lk e rs , we wo u ld li k e to t h a n k yo u fo r
g i vi n g u s t h e o p p o rt u n i t y to wo rk wi t h t h e A m e ri c a n L e g a c y
F o u n d a t i o n . T h e e xp e ri e n c e , k n o wle d g e a n d s k i lls we h a ve
a c q u i re d i s i n va lu a b le . T h i s s e m e s te r h a s p re p a re d u s fo r o u r
f u t u re e n d e a vo rs a n d fo r t h a t , we a re g ra te f u l! I t h a s b e e n a
p le a s u re to wo rk wi t h yo u . T h a n k yo u ,
-Alex, B ro o ke , P a trick , Am y, An d re a a n d La u ra
T H A N K YO U
1 3 0
S o u rce s
P rim a ry
1 . S u rvey 1
2 . S u rvey 2
3 . Fo cu s G ro u p
4 . O p in io n Le a d e r I n te rviews
5 . O b se rva tio n I n te rviews
6 . O U M a in te n a n ce I n te rview

S e co n d a ry
1 . h ttp ://p reve n tciga rette litte r.o rg/
2 . h ttp ://www.ciga rette litte r.o rg/
3 . h ttp ://www.k a b .o rg/site /D o cS e rve r/Litte rFa ctS h e et_C I G AR E TTE .p d f?d o cI D = 5 1 8 2
4 . h ttp ://q u itsm o k in g.a b o u t.co m /o d /ciga rette in gre d ie n ts/a /ciglitte r.h tm
5 . h ttp ://wh yq u it.co m /wh yq u it/A_B u tts.h tm l
6 . h ttp ://www.cd c.gov/TO B AC C O /d a ta _sta tistics/sgr/in d ex.h tm
7. h ttp ://www.n ytim e s.co m /2 0 0 9 /0 5 /2 9 /u s/2 9 ciga rette s.h tm l?_r= 0
8 . h ttp ://www.le ga cyfo rh e a lth .o rg/o u r-issu e s/ciga rette s-a n d -th e -e n viro n m e n t/h e lp -u s-sto p -toxic-litte r/(o )/3 5 7 1 #
9 . To b a cco C o n tro l M a ga zin e M a y 2 0 1 1 Vo lu m e 1 1 (h ttp ://to b a cco co n tro l.b m j.co m /co n te n t/2 0 /S u p p l_1 )
1 0 . h ttp ://www.to b a cco fre e k id s.o rg/
1 1 . h ttp ://www.th etru th .co m /
1 2 . h ttp ://www.b e co m e a n ex.o rg/
1 3 . h ttp ://www.le ga cyfo rh e a lth .o rg/a b o u t/o u r-h isto ry
1 4 . h ttp ://www.lo n gwo o d .e d u /cle a n va /cigb u ttim p a cts.h tm
1 5 . h ttp ://www.u sfa .fe m a .gov/ca m p a ign s/sm o k in g/
1 6 . h ttp ://www.d fe s.wa .gov.a u /sa fetyin fo rm a tio n /fire /b u sh fire /P a ge s/ciga rette b u tts.a sp x
1 7. h ttp ://www.ctvn ews.ca /ca n a d a /re cyclin g-co m p a n y-to -sm o ke rs-we -wa n t-yo u r-ciga rette -b u tts-1 .1 1 2 1 1 3 0
1 8 . h ttp ://u sa to d a y3 0 .u sa to d a y.co m /n ews/h e a lth /sto ry/2 0 1 2 -0 6 -1 4 /ciga rette -b u tt-re cyclin g/5 5 6 74 5 0 2 /1
1 9 . h ttp ://www.n o -sm o ke .o rg/le a rn m o re .p h p ?id = 7 3 1
2 0 . h ttp ://to b a cco co n tro l.b m j.co m /co n te n t/2 0 /S u p p l_1 /i1 .fu ll
2 1 . h ttp ://www.k tb .o rg/p ro gra m s/litte r-p reve n tio n /ciga rette -litte r-p reve n tio n -p ro gra m .a sp x
2 2 . h ttp ://www.d a vid su zu k i.o rg/b lo gs/scie n ce -m a tte rs/2 0 1 3 /0 8 /-lets-get-se rio u s-a b o u t-ciga rette -litte r-n o -ifs-a n d s-o r-b u tts/
2 3 . h ttp ://e a rth 9 1 1 .co m /n ews/2 0 1 2 /1 1 /1 5 /ciga rette -re cyclin g-te rra cycle /
1 3 1
2 4 . h ttp ://www.n cb i.n lm .n ih .gov/p m c/a rticle s/P M C 3 0 8 8 4 7 5 /
2 5 . h ttp ://www.ca n to b a cco .o rg.n z/ca m p a ign s/sm o ke fre e -co u n cils-o u td o o r-a re a s/wh y/litte r
2 6 . h ttp ://www.csp in et.o rg/b o o ze /co llfa ct1 .h tm
3 0 . h ttp ://www.sm u .e d u /S tu d e n tAffa irs/H e a lth C e n te r/H e a lth E d u ca tio n /H e a lth To p ics/S m o k in gC e ssa tio n
3 1 . h ttp ://n ewsro o m .u cla .e d u /p o rta l/u cla /ciga rette -sm o k in g-m a y-ca u se -p h ysica l-2 6 2 7 8 4 .a sp x?
u tm _so u rce = rss& u tm _m e d iu m = rss& u tm _ca m p a ign = ciga rette -sm o k in g-m a y-ca u se -p h ysica l-ch a n ge s-in -b ra in s-o f-yo u n g-sm o ke rs-u cla -
stu d y-sh o ws-u cla -n ewsro o m
3 2 . h ttp ://www.u ri.e d u /sm o ke fre e /fa cts.h tm l
3 3 . h ttp ://www.h e a lth e d u ca tio n .u ci.e d u /to b a cco /so cia lsm o k in g.a sp x
3 4 . h ttp ://www.u cd e n ve r.e d u /a ca d e m ics/co lle ge s/P u b licH e a lth /co m m u n ity/C E P E G /Wk P ro d u cts/P u b lica tio n s/D o cu m e n ts/9 S m o k in g-
N o tS m o ke rs.p d f
3 5 . h ttp ://toxicb u tts.co m
3 6 . h ttp ://www.d o n tm e sswith texa s.o rg/d o cs/D M WT_2 0 1 3 _Attitu d e s_B e h a vio rs_Fu ll_R e p o rt.p d f
3 7. h ttp ://n ews.go o gle .co m /n ewsp a p e rs?n id = 1 9 5 5 & d a t= 2 0 0 3 0 6 2 7 & id = 9 WM xAAAAI B AJ& sjid = e a M FAAAAI B AJ& p g= 1 2 0 6 ,5 3 7 8 6 9 3
3 8 . . h ttp ://www.a n ti-sm o k in g.o rg/
3 9 . h ttp ://www.a sh .o rg/
4 0 . h ttp ://h e a rtla n d .o rg/id e a s/sm o ke rs-righ ts
4 1 . h ttp ://www.sm o ke rsclu b .co m /
4 2 . h ttp ://www.u csf.e d u /n ews/2 0 1 3 /0 2 /1 3 5 0 7 /stu d y-te a -p a rty-o rga n iza tio n s-h a ve -tie s-to b a cco -in d u stry-d a tin g-b a ck -1 9 8 0 s
4 3 . h ttp s://twitte r.co m /Le ga cyFo rH e a lth
4 4 . h ttp ://www.p ewre se a rch .o rg/2 0 0 9 /1 2 /1 0 /th e -m ille n n ia ls/
4 5 . h ttp ://ln t.o rg
4 6 . Am e rica n Le ga cy Fo u n d a tio n Tobacco Control b o o k let
4 7. h ttp s://sch o la rsb a n k .u o re go n .e d u /xm lu i/b itstre a m /h a n d le /1 7 9 4 /7 8 0 9 /2 0 0 6 -wrigh t.p d f?se q u e n ce = 1
4 8 . h ttp ://www.m a rketin gch a rts.co m /wp /to p ics/d e m o gra p h ics/u s-co lle ge -stu d e n t-d e m o gra p h ics-in -2 0 1 2 -3 6 5 5 5 /
4 9 . Am e rica n Le ga cy Fo u n d a tio n P o we rp o in t fo r O U a b o u t Environment and Cigarettes
5 0 . h ttp ://www.n o a a .gov
5 1 . h ttp ://n ce s.e d .gov/fa stfa cts/d isp la y.a sp ?id = 3 7 2
5 2 . h ttp ://gre e n -b u tts.co m / h ttp ://6 9 .1 9 5 .1 2 4 .8 1 /~ cigwa ste /wp -co n te n t/u p lo a d s/2 0 1 3 /0 4 /To b a cco -Wa ste -To o lk it.p d f
5 3 . h ttp ://www.o ta go .a c.n z/ge o lo gy/re se a rch /e n viro n m e n ta l_ge o lo gy/m eta ls/a rse n ic.h tm l
5 4 . h ttp ://www.e p a .gov/ttn a tw0 1 /h lth e f/ca d m iu m .h tm l
5 5 . h ttp ://d o wn lo a d .sp rin ge r.co m /sta tic/p d f/5 1 4 /a rt% 3 A1 0 .1 0 0 7 % 2 Fs1 0 4 6 4 -0 1 2 -9 5 1 9 -5 .p d f?
a u th 6 6 = 1 3 9 2 1 5 74 6 9 _8 b a 7 b c9 c8 7 2 e 1 4 5 0 f9 8 5 8 f2 d 4 e d 1 3 a 8 5 & ext= .p d f
5 6 . h ttp ://sa n d ie go .su rfrid e r.o rg/p ro gra m s/h o ld -o n -to -yo u r-b u tt
5 7. h ttp ://www2 .ke e p b rita in tid y.o rg/n ews/b igcig.a sp x
1 3 2
5 5 . h ttp ://a rch ive .d e fra .gov.u k /e n viro n m e n t/q u a lity/lo ca l/le gisla tio n /cn e a /d o cu m e n ts/ciga rette -litte r.p d f
5 6 . h ttp ://www.e p a .vic.gov.a u /re p o rtlitte r
5 7. h ttp ://www.ca m p a ign b rie f.co m /2 0 1 3 /1 2 /th e -e p a -la u n ch e s-n ew-a n ti-litt.h tm l
5 8 . h ttp ://www.n o b u tts.co m .a u /C a m p a ign s-P ro gra m s-to -re d u ce -ciga rette -b u tt-litte r.h tm l
5 9 . h ttp ://www.e cy.wa .gov/p ro gra m s/swfa /litte r/ca m p a ign .h tm l
6 5 . Th e _I m p a ct_o f_To b a cco _o n _th e _E n viro n m e n t.p d f
6 6 . h ttp ://www.cigwa ste .o rg/
6 7. h ttp ://www.to b a cco fre e h a wa ii.o rg/
6 8 . h ttp ://www.ca re 2 .co m /ca u se s/reth in k -b u tts-th e -litte r-m o st-p e o p le -d o n t-eve n -th in k -a b o u t.h tm l
6 9 . h ttp ://www.n ytim e s.co m /2 0 1 3 /0 4 /0 9 /b u sin e ss/m e d ia /a n -a d -ca m p a ign -figh ts-ciga rette -b u tts-a s-toxic-wa ste .h tm l?_r= 0
7 0 . h ttp ://le ga cy.lib ra ry.u csf.e d u /a ctio n /se a rch /b a sic;jse ssio n id = 9 C E 0 C E 2 2 6 F1 B A7 C 9 0 FA9 E 3 9 E FF8 2 D B 0 8 .to b a cco 0 4 ?
fd = 0 & q = e n viro n m e n t
7 1 . h ttp ://www.a d we e k .co m /to p ic/tru th
7 2 . h ttp ://www.th etru th .co m /a b o u t/
7 3 . h ttp ://fu tu re o fch ild re n .o rg/fu tu re o fch ild re n /p u b lica tio n s/h igh ligh ts/1 8 _0 1 _h igh ligh ts_0 8 .p d f


1 3 3
! A p p e n d i x 1 : I n d i vi d u a l R e p o rt s . . . . . . 1 3 5 -1 6 3
! A p p e n d i x 2 : G ro u p R e p o rt s . . 1 6 3 -1 7 8
! A p p e n d i x 3 : B i o g ra p h i e s . 1 7 9 -1 8 5
! A p p e n d i x 4 : R e s e a rc h 1 8 6 -2 1 4
A P P E N D I C E S
1 3 4
I n d ivid u a l R e p o rts
1 3 5
G ro u p R e p o rts
1 6 4
M e et th e Tra sh Ta lke rs
1 7 9
N a m e : A le xa n d ra R a e B le t t
! H o m e to wn : L a g u n a H i lls , C a li fo rn i a
! E xp e ri e n c e : J u ve n i le D i a b e te s E ve n t i n te r, E ve n t S p e c i a li s t fo r
t h e Wa lt D i s n e y C o . , T h i n k To g e t h e r i n te rn
! P la n s a f te r g ra d u a t i o n : Tra ve l E u ro p e fo r t h re e we e k s t h e n
re t u rn to C a li fo rn i a to p u rs u e c a re e r a s a n e ve n t p la n n e r a t t h e
Wa lt D i s n e y C o .
! F a vo ri te p a rt o f c a m p a i g n p la n n i n g : S e e i n g o t h e r p e o p le g e t
e xc i te d a b o u t t h e wo rk we ve d o n e a n d g e t b e h i n d o u r
c a m p a i g n .
M E E T T H E T R A S H TA L K E R S
1 8 0
N a m e : B ro o k e H e a t h D e M i ra n d a
! H o m e to wn : N e wp o rt B e a c h , C a li fo rn i a
! E xp e ri e n c e : A c k e rm a n M c Q u e e n A d ve rt i s i n g A g e n c y i n te rn , C I D
e n te rt a i n m e n t e ve n t s , A d h e s i ve A g e n c y, A lli e d P ro fe s s i o n a ls
I n s u ra n c e
! P la n s a f te r g ra d u a t i o n : Tra ve l wi t h h e r t wi n s i s te r a n d re t u rn
h o m e to fi n d a c a re e r i n P u b li c R e la t i o n s .
! F a vo ri te p a rt o f c a m p a i g n p la n n i n g : B u i ld i n g la s t i n g
re la t i o n s h i p s a n d f u rt h e ri n g m y k n o wle d g e i n t h e fi e ld .
M E E T T H E T R A S H TA L K E R S
1 8 1
N a m e : P a t ri c k R e wa M c S we e n e y
! H o m e to wn : A rd m o re , O k la h o m a
! E xp e ri e n c e : U n i o n P ro g ra m m i n g B o a rd P re s i d e n t , S t u d e n t
G o ve rn m e n t A s s o c i a t i o n D i re c to r o f t h e E xte ri o r, O k la h o m a
G ro u p C o n s u lt a n t
! P la n s a f te r g ra d u a t i o n : Te a c h h i g h s c h o o l s o c i a l s t u d i e s .
! F a vo ri te p a rt o f c a m p a i g n p la n n i n g : G e t t i n g to fi n d o u t m o re
a b o u t a n i s s u e I i n i t i a lly k n e w n o t h i n g a b o u t .
M E E T T H E T R A S H TA L K E R S
1 8 2
N a m e : A m y M i c h e lle M i lle r
! H o m e to wn : N o rm a n , O k la h o m a
! E xp e ri e n c e : C le rk a t C le ve la n d C o u n t y D i s t ri c t A t to rn e ys
O f fi c e , H o u s e M a n a g e r fo r D e lt a D e lt a D e lt a S o ro ri t y, L a w
a s s i s t a n t a t M i lle r & J o h n s o n
! P la n s a f te r g ra d u a t i o n : Ta k i n g a t ri p to N e w Yo rk C i t y a n d
a t te n d i n g t h e U n i ve rs i t y o f O k la h o m a L a w S c h o o l i n t h e f a ll o f
2 0 1 4 .
! F a vo ri te p a rt o f c a m p a i g n p la n n i n g : G e t t i n g to s e e s o m e o f
o u r t a c t i c s i m p le m e n te d a n d s e e i n g o u r i d e a s c o m e to li fe .
M E E T T H E T R A S H TA L K E R S
1 8 3
N a m e : A n d re a E va P e m b e rto n
! H o m e to wn : H e a ld to n , O k la h o m a
! E xp e ri e n c e : S a xu m A g e n c y I n te rn , A s s i s t a n t d i re c to r o f
m a rk e t i n g / s a le s re p re s e n t a t i ve fo r H i d e A wa y S h e lte rs ,
D i re c to r o f O p e ra t i o n s i n t ra i n i n g fo r T h e A m b a s s a d o rs
P ro m o t i o n a l M o d e li n g A g e n c y, p ro m o t i o n a l s p o k e s m o d e l
! P la n s a f te r g ra d u a t i o n : Tra ve li n g t h ro u g h o u t E u ro p e o ve r t h e
s u m m e r a n d t a k i n g o ve r a s d i re c to r o f o p e ra t i o n s i n M i a m i ,
F lo ri d a .
! F a vo ri te p a rt o f c a m p a i g n p la n n i n g : I e n jo y b ra i n s to rm i n g
wi t h m y te a m to c o m e u p wi t h n e w, i n n o va t i ve i d e a s t h a t n o
o n e s e ve r s e e n b e fo re a n d t h e n g e t t i n g to wa t c h t h e m c o m e to
li fe .

M E E T T H E T R A S H TA L K E R S
1 8 4
N a m e : L a u ra A s h le e Wi lc o x
! H o m e to wn : M u s t a n g , O k la h o m a
! E xp e ri e n c e : P o s i t i ve To m o rro ws N o n -P ro fi t m e d i a re la t i o n s
i n te rn , L i n d s e y & A s p c o -a c c o u n t le a d fo r B o re n M e n to r
I n i t i a t i ve , S t a f f wri te r fo r t h e S a m N o b le O k la h o m a N a t u ra l
H i s to ry M u s e u m , s e lf -p u b li s h e d a u t h o r
! P la n s a f te r g ra d u a t i o n : Wi ll p o te n t i a lly wo rk f u ll t i m e a t t h e
m u s e u m a n d wi ll c o n t i n u e wri t i n g fi c t i o n .
! F a vo ri te p a rt o f c a m p a i g n p la n n i n g : Vi s u a li zi n g t h e c a m p a i g n
c o n c e p t s a n d t u rn i n g t h e m i n to c re a t i ve g ra p h i c s .
M E E T T H E T R A S H TA L K E R S
1 8 5
R e se a rch
1 8 6
S o u rce s
P rim a ry
1 . S u rvey 1
2 . S u rvey 2
3 . Fo cu s G ro u p
4 . O p in io n Le a d e r I n te rviews
5 . O b se rva tio n I n te rviews
6 . O U M a in te n a n ce I n te rview

S e co n d a ry
1 . h ttp ://p reve n tciga rette litte r.o rg/
2 . h ttp ://www.ciga rette litte r.o rg/
3 . h ttp ://www.k a b .o rg/site /D o cS e rve r/Litte rFa ctS h e et_C I G AR E TTE .p d f?d o cI D = 5 1 8 2
4 . h ttp ://q u itsm o k in g.a b o u t.co m /o d /ciga rette in gre d ie n ts/a /ciglitte r.h tm
5 . h ttp ://wh yq u it.co m /wh yq u it/A_B u tts.h tm l
6 . h ttp ://www.cd c.gov/TO B AC C O /d a ta _sta tistics/sgr/in d ex.h tm
7. h ttp ://www.n ytim e s.co m /2 0 0 9 /0 5 /2 9 /u s/2 9 ciga rette s.h tm l?_r= 0
8 . h ttp ://www.le ga cyfo rh e a lth .o rg/o u r-issu e s/ciga rette s-a n d -th e -e n viro n m e n t/h e lp -u s-sto p -toxic-litte r/(o )/3 5 7 1 #
9 . To b a cco C o n tro l M a ga zin e M a y 2 0 1 1 Vo lu m e 1 1 (h ttp ://to b a cco co n tro l.b m j.co m /co n te n t/2 0 /S u p p l_1 )
1 0 . h ttp ://www.to b a cco fre e k id s.o rg/
1 1 . h ttp ://www.th etru th .co m /
1 2 . h ttp ://www.b e co m e a n ex.o rg/
1 3 . h ttp ://www.le ga cyfo rh e a lth .o rg/a b o u t/o u r-h isto ry
1 4 . h ttp ://www.lo n gwo o d .e d u /cle a n va /cigb u ttim p a cts.h tm
1 5 . h ttp ://www.u sfa .fe m a .gov/ca m p a ign s/sm o k in g/
1 6 . h ttp ://www.d fe s.wa .gov.a u /sa fetyin fo rm a tio n /fire /b u sh fire /P a ge s/ciga rette b u tts.a sp x
1 7. h ttp ://www.ctvn ews.ca /ca n a d a /re cyclin g-co m p a n y-to -sm o ke rs-we -wa n t-yo u r-ciga rette -b u tts-1 .1 1 2 1 1 3 0
1 8 . h ttp ://u sa to d a y3 0 .u sa to d a y.co m /n ews/h e a lth /sto ry/2 0 1 2 -0 6 -1 4 /ciga rette -b u tt-re cyclin g/5 5 6 74 5 0 2 /1
1 9 . h ttp ://www.n o -sm o ke .o rg/le a rn m o re .p h p ?id = 7 3 1
2 0 . h ttp ://to b a cco co n tro l.b m j.co m /co n te n t/2 0 /S u p p l_1 /i1 .fu ll
2 1 . h ttp ://www.k tb .o rg/p ro gra m s/litte r-p reve n tio n /ciga rette -litte r-p reve n tio n -p ro gra m .a sp x
2 2 . h ttp ://www.d a vid su zu k i.o rg/b lo gs/scie n ce -m a tte rs/2 0 1 3 /0 8 /-lets-get-se rio u s-a b o u t-ciga rette -litte r-n o -ifs-a n d s-o r-b u tts/
2 3 . h ttp ://e a rth 9 1 1 .co m /n ews/2 0 1 2 /1 1 /1 5 /ciga rette -re cyclin g-te rra cycle /
1 8 7
2 4 . h ttp ://www.n cb i.n lm .n ih .gov/p m c/a rticle s/P M C 3 0 8 8 4 7 5 /
2 5 . h ttp ://www.ca n to b a cco .o rg.n z/ca m p a ign s/sm o ke fre e -co u n cils-o u td o o r-a re a s/wh y/litte r
2 6 . h ttp ://www.csp in et.o rg/b o o ze /co llfa ct1 .h tm
3 0 . h ttp ://www.sm u .e d u /S tu d e n tAffa irs/H e a lth C e n te r/H e a lth E d u ca tio n /H e a lth To p ics/S m o k in gC e ssa tio n
3 1 . h ttp ://n ewsro o m .u cla .e d u /p o rta l/u cla /ciga rette -sm o k in g-m a y-ca u se -p h ysica l-2 6 2 7 8 4 .a sp x?
u tm _so u rce = rss& u tm _m e d iu m = rss& u tm _ca m p a ign = ciga rette -sm o k in g-m a y-ca u se -p h ysica l-ch a n ge s-in -b ra in s-o f-yo u n g-sm o ke rs-u cla -
stu d y-sh o ws-u cla -n ewsro o m
3 2 . h ttp ://www.u ri.e d u /sm o ke fre e /fa cts.h tm l
3 3 . h ttp ://www.h e a lth e d u ca tio n .u ci.e d u /to b a cco /so cia lsm o k in g.a sp x
3 4 . h ttp ://www.u cd e n ve r.e d u /a ca d e m ics/co lle ge s/P u b licH e a lth /co m m u n ity/C E P E G /Wk P ro d u cts/P u b lica tio n s/D o cu m e n ts/9 S m o k in g-
N o tS m o ke rs.p d f
3 5 . h ttp ://toxicb u tts.co m
3 6 . h ttp ://www.d o n tm e sswith texa s.o rg/d o cs/D M WT_2 0 1 3 _Attitu d e s_B e h a vio rs_Fu ll_R e p o rt.p d f
3 7. h ttp ://n ews.go o gle .co m /n ewsp a p e rs?n id = 1 9 5 5 & d a t= 2 0 0 3 0 6 2 7 & id = 9 WM xAAAAI B AJ& sjid = e a M FAAAAI B AJ& p g= 1 2 0 6 ,5 3 7 8 6 9 3
3 8 . . h ttp ://www.a n ti-sm o k in g.o rg/
3 9 . h ttp ://www.a sh .o rg/
4 0 . h ttp ://h e a rtla n d .o rg/id e a s/sm o ke rs-righ ts
4 1 . h ttp ://www.sm o ke rsclu b .co m /
4 2 . h ttp ://www.u csf.e d u /n ews/2 0 1 3 /0 2 /1 3 5 0 7 /stu d y-te a -p a rty-o rga n iza tio n s-h a ve -tie s-to b a cco -in d u stry-d a tin g-b a ck -1 9 8 0 s
4 3 . h ttp s://twitte r.co m /Le ga cyFo rH e a lth
4 4 . h ttp ://www.p ewre se a rch .o rg/2 0 0 9 /1 2 /1 0 /th e -m ille n n ia ls/
4 5 . h ttp ://ln t.o rg
4 6 . Am e rica n Le ga cy Fo u n d a tio n Tobacco Control b o o k let
4 7. h ttp s://sch o la rsb a n k .u o re go n .e d u /xm lu i/b itstre a m /h a n d le /1 7 9 4 /7 8 0 9 /2 0 0 6 -wrigh t.p d f?se q u e n ce = 1
4 8 . h ttp ://www.m a rketin gch a rts.co m /wp /to p ics/d e m o gra p h ics/u s-co lle ge -stu d e n t-d e m o gra p h ics-in -2 0 1 2 -3 6 5 5 5 /
4 9 . Am e rica n Le ga cy Fo u n d a tio n P o we rp o in t fo r O U a b o u t Environment and Cigarettes
5 0 . h ttp ://www.n o a a .gov
5 1 . h ttp ://n ce s.e d .gov/fa stfa cts/d isp la y.a sp ?id = 3 7 2
5 2 . h ttp ://gre e n -b u tts.co m / h ttp ://6 9 .1 9 5 .1 2 4 .8 1 /~ cigwa ste /wp -co n te n t/u p lo a d s/2 0 1 3 /0 4 /To b a cco -Wa ste -To o lk it.p d f
5 3 . h ttp ://www.o ta go .a c.n z/ge o lo gy/re se a rch /e n viro n m e n ta l_ge o lo gy/m eta ls/a rse n ic.h tm l
5 4 . h ttp ://www.e p a .gov/ttn a tw0 1 /h lth e f/ca d m iu m .h tm l
5 5 . h ttp ://d o wn lo a d .sp rin ge r.co m /sta tic/p d f/5 1 4 /a rt% 3 A1 0 .1 0 0 7 % 2 Fs1 0 4 6 4 -0 1 2 -9 5 1 9 -5 .p d f?
a u th 6 6 = 1 3 9 2 1 5 74 6 9 _8 b a 7 b c9 c8 7 2 e 1 4 5 0 f9 8 5 8 f2 d 4 e d 1 3 a 8 5 & ext= .p d f
5 6 . h ttp ://sa n d ie go .su rfrid e r.o rg/p ro gra m s/h o ld -o n -to -yo u r-b u tt
5 7. h ttp ://www2 .ke e p b rita in tid y.o rg/n ews/b igcig.a sp x
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5 5 . h ttp ://a rch ive .d e fra .gov.u k /e n viro n m e n t/q u a lity/lo ca l/le gisla tio n /cn e a /d o cu m e n ts/ciga rette -litte r.p d f
5 6 . h ttp ://www.e p a .vic.gov.a u /re p o rtlitte r
5 7. h ttp ://www.ca m p a ign b rie f.co m /2 0 1 3 /1 2 /th e -e p a -la u n ch e s-n ew-a n ti-litt.h tm l
5 8 . h ttp ://www.n o b u tts.co m .a u /C a m p a ign s-P ro gra m s-to -re d u ce -ciga rette -b u tt-litte r.h tm l
5 9 . h ttp ://www.e cy.wa .gov/p ro gra m s/swfa /litte r/ca m p a ign .h tm l
6 5 . Th e _I m p a ct_o f_To b a cco _o n _th e _E n viro n m e n t.p d f
6 6 . h ttp ://www.cigwa ste .o rg/
6 7. h ttp ://www.to b a cco fre e h a wa ii.o rg/
6 8 . h ttp ://www.ca re 2 .co m /ca u se s/reth in k -b u tts-th e -litte r-m o st-p e o p le -d o n t-eve n -th in k -a b o u t.h tm l
6 9 . h ttp ://www.n ytim e s.co m /2 0 1 3 /0 4 /0 9 /b u sin e ss/m e d ia /a n -a d -ca m p a ign -figh ts-ciga rette -b u tts-a s-toxic-wa ste .h tm l?_r= 0
7 0 . h ttp ://le ga cy.lib ra ry.u csf.e d u /a ctio n /se a rch /b a sic;jse ssio n id = 9 C E 0 C E 2 2 6 F1 B A7 C 9 0 FA9 E 3 9 E FF8 2 D B 0 8 .to b a cco 0 4 ?
fd = 0 & q = e n viro n m e n t
7 1 . h ttp ://www.a d we e k .co m /to p ic/tru th
7 2 . h ttp ://www.th etru th .co m /a b o u t/
7 3 . h ttp ://fu tu re o fch ild re n .o rg/fu tu re o fch ild re n /p u b lica tio n s/h igh ligh ts/1 8 _0 1 _h igh ligh ts_0 8 .p d f


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