Using Location Intelligence to Combat Litter with PMI

Lisbon, Portugal, was chosen as the first pilot city for a new initiative by Philip Morris International (PMI) to combat cigarette butt littering. The `Our World Is Not an Ashtray' global campaign aims to raise awareness and change behavior around this environmental issue. A data-driven approach is being used to assess the prevalence of cigarette butt litter, identify hotspots, and monitor the impact of anti-littering activities. Machine learning algorithms will be applied to crowdsourced data from the Litterati app to gather insights on litter patterns, which are inherently spatial. The initiative aims to use technology to mitigate future risk by gathering behavioral insight and mapping problem areas.

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