A campaign to reduce cigarette butt litter kicks off today.

Keep Bermuda Beautiful (KBB) is behind the campaign, which will be launched by Hamilton Mayor Charles Gosling this afternoon.

Mr. Gosling is to read a proclamation declaring today as 'Cigarette Litter Prevention Day' on the steps of City Hall at 12 p.m.

According to the Bermuda Roadside Litter Survey conducted last summer, cigarette butts, matches, lighters and cigarette packaging account for 25 percent of the Island's litter.

Efforts continue at the weekly Fairmont Hamilton Princess happy hour tonight, where volunteers from BEPRO will be handing out KBB-branded pocket ashtrays.

"The Cigarette Litter Prevention Programme has been proven effective in the US and other jurisdictions," said KBB executive director Anne Hyde. "Simple actions like distributing pocket ashtrays and installing ash receptacles have made a big difference in decreasing litter and ultimately keeping cities beautiful.

"By raising awareness, we expect similar reductions here in the City of Hamilton. The programme will expand each year to eventually include all of Bermuda."

Local businesses and organisations are also supporting the effort. KBB expects to distribute 5,000 free pocket ashtrays during this year's campaign through shops that sell cigarettes within the City of Hamilton.

For more facts about cigarette litter, visit www.kbb.bm.