With the initiative Buttcoin, the city of Malmö wanted to reduce the number of cigarette butts in the city by tackling a boring problem in an unexpected way. The goal was to increase the motivation of Malmö residents to do the right thing.

Cigarette butts account for 62% of all collected litter in Sweden. And this comes at a high cost for both the environment and taxpayers, since it is 20 times more expensive to pick up cigarette butts than any other piece of trash.

For an eight week long campaign we together with Malmö Stad and &Repeat built Buttcoin.io.

I was part of designing the web-app. Responsible for making the experience enjoyable and smooth and wanting you to do it again and again. To make the smokers of Malmö feel like it is worthwhile to go the few extra meters and deal with their cigarettes the right way through an immersive experience.
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Buttcoin was mentioned in media, some of my favourite mentions are from Alex & Sigge and an SVT article. Listen to the podcast or read the SVT article.