Campaign Overview

Plastic pollution is a major environmental issue on beaches across the Mediterranean sea. Studies show that over 80% of litter found on Greek beaches consists of plastic waste in various forms, with cigarette butts accounting for an alarming 25%.

People rarely think of cigarette butts as single-use plastic, even though they are among the most widespread plastic pollutants. In reality, the toxicity of cigarette butts pose a serious threat to marine ecosystems and human health when ingested. Cigarette butt littering is therefore not merely an issue of beach unsightliness, but one with lasting consequences for biodiversity and public health.

To address this lack of awareness, WWF-Greece launched Kapou Gopa! (Butt off!) campaign in 2025 to highlight the true nature of cigarette butts as plastic waste, and to urge the public to dispose of cigarette butts responsibly in waste bins.

Anchored by a hero video, a distinctive visual identity, and extensive media outreach, Kapou Gopa! was launched ahead of the summer season with the aim of mobilizing both the general public as well as relevant stakeholders to take action against cigarette butt littering.

To maximize reach and participation, a suite of open-source campaign materials was developed and made available for use by stakeholders including local authorities, transportation companies, beach bars, citizen groups, and more. All campaign assets were also provided in English to support wider dissemination and international engagement.