Since 2022, BAT Rothmans has been running the 'Flower BAT' campaign, which selects alleys in Seoul where illegal dumping complaints are repeatedly reported and transforms these spaces by placing flowers and planters instead of trash.

The Flower BAT campaign is based on resident participation from the stage of site selection. During the initial planting phase, BAT Rothmans employees and the Korea Nature Protection Federation work together to clean up the site. Afterward, local governments, merchants, and residents take responsibility for watering the flower beds and maintaining the surrounding area. In some alleys, small communities have formed around the flowers. It is also common to see residents voluntarily collecting trash in one place or dividing the area in front of their shops into zones for management.

BAT Rothmans employees are taking a commemorative photo after the 'Flower BAT' campaign planting event.
[Photo by BAT Rothmans]

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In alleys where the campaign has been implemented, the number of cigarette butts and illegal dumping incidents has noticeably decreased, and even when maintenance is done at wider intervals than before, more areas remain clean. As residents voluntarily water the plants and care for the surroundings, the flower beds are maintained without the need for regular inspections. This structure encourages autonomous participation rather than one-sided maintenance. Changes have also occurred in the local business environment. As the street environment has improved, merchants report that the areas in front of their shops have become brighter and that the time spent by foot traffic has increased.

BAT Rothmans established a total of 40 Flower BAT sites by last year, and plans to add 10 more this year, operating 50 locations across Seoul. According to the Korea Nature Protection Federation, as positive feedback from the Flower BAT sites created last year spreads, requests for installations continue to come in through local governments and community groups.

Employees are directly involved in the creation process. At the Flower BAT planting event held in April, about 100 BAT Rothmans employees participated in cleaning up the Sindang-dong Maul Madang area and creating approximately 130 flower planters. After the event, the planters are gradually placed at pre-designated locations such as illegal dumping zones by the federation, and maintenance is carried out in conjunction with local environmental management systems.