Our World Is Not an Ashtray was launched in July 2020 because Philip Morris International wishes to raise awareness on this important issue. Since its launch, PMI has continued to address the issue of CBL by aiming to reduce cigarette butt littering by encouraging behavior change through impactful awareness-raising campaigns and empowering consumers to dispose of cigarette butts appropriately. They also intend to tackle the issue at the source, continuously working to replace the plastic in filters with better, more sustainable alternatives. Specifically, PMI applies a three pronged-approach: Design for circularity, Encourage behavioral change, Reduce litter on ground.