The issue of smoking related litter is tackled in a new advert, that aims to inspire people to keep Britain tidy.

The 30-second spot, based on statistics showing that cigarette butts are the single most littered item in England, making up 66% of all littered items, highlights that a single cigarette butt can take 14 years to break apart, its toxins seeping into the earth, harming nature, contaminating waterways and polluting where we live. The cigarette butt breaks apart into microplastics which stay in the environment for an unknown period of time.

At the end of the advertisement, which shows a gray city and how a cigarette butt that is not thrown away in the garbage can pollutes the air, the earth and the water, the voiceover points out that “Change starts with you” and adds the tagline “Bin it or take it with you”, which also appears on the screen.