THROW !T WELL (T!W), is a game app that a smoker could download on his/her smartphone. The user could notify when he/she buys a new cigarette pack by scanning the bar code, which automatically fill a gauge with 20 cigarettes. On this app, it is possible to locate trashes close to you with the exact number of steps you need to do to attend it.
Firstly, we expect that smokers will feel more concerned by the environmental impact caused by throwing a butt on the floor. To value the person that throw its butt in the trash, we will include encouragement phrase such as: “Thanks for your action, you are protecting the environment” “By throwing this butt in the rubbish, you save turtle babies”
Secondly, we hope that people will influence each other in the good way, especially thanks to the collective action we want to develop in T!W.
Thirdly, the more butts are thrown in this trash, the more streets will stay clean. This axis is part of our communication plan.
Our goal is not to incite people to smoke in order to play, that’s why we
have chosen to reward financially this action at 1€ maximum. One pack
cost 7 €, so in one month a smoker will not earn more than 2 € with the
wheel.