Take Your Butt With You
PROJECT ID
Title of project in original language:
Odnesi svoj ogorek s seboj
SME Name:
MARISTRA izobraževanje, turizem in ostale storitve, d.o.o.
Country:
Slovenia
Subsector:
Attraction / experience provider
*Thematic Axis and Specific Topic:
*These are Cross-Re-Tour-specific thematic axes inspired by the Transition Pathway for Tourism. The thematic axis were chosen based on what category best reflects the main contributions of the project.
PROJECT SUMMARY & NEEDS
Project summary
MARISTRA implemented a digital and behavioural-nudging initiative to reduce cigarette butt pollution in urban and coastal tourism areas. The project combined QR-code access to multilingual educational content, visual communication materials, awareness-raising, stakeholder engagement and clean-up monitoring. It encouraged tourists and local residents to take responsibility for cigarette butts and dispose of them properly, linking environmental education, visitor behaviour change and a reusable digital communication channel.
Exploitation Area(s):
SME needs adressed:
OUTPUTS & OUTCOMES
Solution implemented
A multilingual QR-code-based web platform and communication campaign were implemented. The SME developed educational content, visual identity, QR-code stickers/materials, tested and launched the tool, used it in awareness activities and clean-up actions, and monitored results through KPI evidence, media reach, user feedback and collected cigarette butts.
Cross-Domain Innovation element
The project adapted behavioural nudging, citizen-science-style monitoring and QR-code digital engagement from environmental education, public awareness and behaviour-change practices to coastal tourism. These methods were used to make visitors aware at the point of action and encourage responsible disposal of cigarette butts.
Lesson(s) learned:
Simple, visible QR-code nudges work best when combined with strong local storytelling, multilingual content, stakeholder support and concrete environmental action. The model is low-cost, easy to replicate and adaptable to other visitor-behaviour challenges.