The business is partnering with recycling firm Terracycle to encourage people over the age of 18 to sign up to its Cigarette Waste Brigade.
Other tobacco companies are also providing financial support for the scheme.
Those taking part can send cigarette waste to Terracycle, at no cost, to have it recycled into products such as shipping pallets, railway sleepers and ashtrays.
For every kilogram of waste received, Terracycle will donate $2 to the sender’s nominated charity.
“The best approach to tackling cigarette litter is for key stakeholders, including the tobacco industry, to work together to educate and change people’s behaviour,” said Imperial’s communications manager in Australia, Michelle Park.
“Terracycle has developed a truly innovative solution for cigarette waste, one that enables consumers to take greater responsibility for butt litter, and we’re proud to be involved.”
Category: Breaking News