BUTTS TO BUDS

THE SOCIAL STREET, Mumbai / KARMA FILTER TIPS / 2017

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Scale Drawing
Presentation Image
Demo Film

Overview

Credits

Overview

CampaignDescription

There are enough education programs that show us how bad smoking is to our health, in spite of which people smoke. That is a personal choice, and we did not want to challenge it. But we decided to do something about the disposal of cigarette butts, which was another issue entirely.

We did an in-depth study of the smokers disposal habits, and came up with an optimum solution. We simply replaced the standard cigarette butts with specially made, seed-incorporated butts. So, after you light one up, you could drop the butt into a pot of soil, and the butt grows into a bud! A special technique allowed us to infuse the paper with seeds of various plants, from Tulsi to Thyme to Red Calico.

Execution

Usage Instructions: Smoke a cigarette. Throw it on the soil!

The paper in the filter tip, in which the seeds are encased, acted as a moisture attractor for the seed, enabling it to grow into a sapling. Over time, the roots would extend downwards into the ground, enabling the plant to absorb nutrients from the soil, and grow!

Implementation

A special technique allowed us to incorporate the seeds directly into the material used for the filters (This was made of paper instead of the standard plastic). This was directly infused into the paper material itself, and the seeds were treated to make them partially heatproof, so that they survived the smoking process.

We are in the process of patenting this technique.

Outcome

The budding butts have gone international - with sales in India as well as in most of the Americas and Europe. The seeds planted through this idea have spread across the world, generating good Karma for the brand and the smokers!

Synopsis

The problem of dropped butts is a huge pain in the a** for sanitation, with over 20% of the world’s population (over 1 billion) smoking 15 Billion cigarettes every day. No matter how many clean-up programs have been undertaken by the municipal departments of various countries, the issue of these people dropping their used cigarette butts (made of a plastic derivative) on the ground continues in every country. The fact is that the largest individual pieces of litter in the world's oceans come from cigarette buds!

The funny thing was, when we spoke to the smokers themselves, they were very much aware of the issue. Yet lack of proper waste disposal services meant that they were forced to throw their butts into the nearest patch of land/ potted plant!

Karma papers, who make cigarette rolling paper and filter papers, wanted to differentiate themselves from the rest of the cigarette world.

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