Results: In Chapter 2, all categories of messages referencing cigarette butts on Facebook and Twitter during the study period were identified, and differences in the use of these categories between the two sites were discovered. In Chapter 3, there was shown to be a significant increase in messages across media types relating to the environmental hazard of cigarette butts, pre-campaign compared to campaign. Performance metrics used by the campaign identified the reach of campaign materials and engagement of social media users with the campaign.