Background: In 2011, CTCP awarded a contract to San Diego State University to create a tobacco product waste (TPW) "toolkit" of materials for use by local tobacco control coalitions funded by CTCP. Part of this toolkit was a social media campaign, to function as a case study. No large-scale effort had been made to disseminate information regarding the environmental impact of TPW to the public. The "Toxic Butts" campaign collaborated with several organizations, including the Legacy Foundation, the California Youth Advocacy Network (CYAN), and the Surfrider Foundation.