Victoria is one of the most urbanized states in Australia. However, cigarette butt waste is a major problem in Victoria. This is research into Sustainability Victoria's “Don't Be a Tosser, Bin Your Butts” campaign, organized by The Reputation Group (TGR) from February to September 2007. “Don't Be a Tosser, Bin Your Butts” is a cigarette butt waste awareness and behavioral change campaign. The intention was to invite smokers to throw their butts in the garbage. It was a successful campaign as it exceeded its objectives and showed positive results. In July 2007, the Victorian Government introduced new tobacco legislation to ban smoking within all licensed premises. With the implementation of the new regulation, Sustainability Victoria predicted that the amount of litter would gradually increase, particularly outside clubs and pubs. Therefore, Sustainability Victoria decided to organize a state-wide campaign in the hope of changing smokers' behavior by developing a sense of responsibility. The campaign addressed its audience through an educational yet fun and catchy slogan to capture the attention of smokers. This concept was applied to prevent smokers from being offended by the campaign message. The research methods involved were focus groups, consultations with the hospitality sector, telephone interviews with venue managers and analysis of data from Liquor Licensing Victoria (UTS Library 2008). Numerous campaigns relating to cigarette butt waste have been conducted in the past. For example, the 'No Butts, Stub It, Bin It' campaign was carried out by Keep Britain Tidy and focused on encouraging smokers to be responsible in disposing of their butts (ENCAMS, 2008). Moonee City Council's 'Butt It, Bin It' campaign in 2000 was an educational initiative... middle of paper... the right thing, free transport cards were given in exchange. Furthermore, through telephone interviews with venue managers, we identify the ideal messages to send and the delivery strategies that best capture the public's attention. Therefore, advertising was conducted in a humorous educational form. An entertaining yet knowledgeable radio spot was produced. Posters were seen near the locations, especially on bus shelters and even in hotel bathrooms. The campaign website and e-newsletter were available and always updated on progress for local government and stakeholders. The campaign was launched by media personality, Jo Stanley, to gain widespread media coverage. Workshops on household waste prevention have been held for local government staff, environmental health officials and councils to increase their capacity to tackle the problem through training programs.