The Surfrider Foundation’s San Francisco chapter needed to address a specific challenge threatening the Bay Area’s beaches and waterways: cigarette butt pollution.

Internally, they had created the phrase “hold onto your butts” as a way to playfully reach smokers without shaming them. The goal was to encourage smokers to discard their cigarettes in butt cans around the city or pocket ashtrays, rather than tossing them on the ground. By disposing of them properly, it prevents harmful plastics and toxins from entering local storm drains and waterways.

While the tagline and campaign goals were clear, our team was able to create a uniquely branded look and feel for the initiative, including a full suite of creative assets, as well as a PSA video to make sure their message would be heard. Drafting the script and working alongside my Art Director to create a fun, illustrative story that worked.