Sweden Revives Ancient Communication to Change Modern Behavior

Oct. 23, 2025

Sweden’s City of Malmö and BBDO Nordics have reintroduced one of humanity’s oldest communication methods – the smoke signal – as a tool for behavioral change.

Standing three meters tall, the Smoke Signal Monument emits smoke rings each time a smoker disposes of their cigarette correctly. The installation transforms an ancient symbol of communication into a modern act of civic engagement – blending creativity, design, and behavioral science to fight one of the world’s most persistent litter problems: cigarette butts.

Elina Carlstein, Communications and Behavioral Strategist at the City of Malmo said:

"We know that people make the right choice when it feels easy, visible, and natural. By applying research-based behavioral methods to something as everyday as cigarette littering, we want to show that behavioral design can truly make a difference – even turning doing the right thing into something people actually talk about."

 

Although Sweden has Europe’s lowest rate of daily smokers, its nightlife districts still struggle with cigarette litter – a byproduct of social smoking and smoking bans on outdoor patios. Malmö’s new approach turns design itself into a medium for behavioral change.

Simon Söder, Art Director at BBDO Nordics said:

“We saw an opportunity to bring back an ancient form of messaging – simple, analog, universal – and give it a new purpose. The smoke signal now serves as a bridge between culture, design and behavioral change."

 

The monument is part of Malmö’s ongoing work to reduce littering through innovation and research-based design. Previous initiatives created by the city also include “Dirty Talking Trash Cans” and “Cigarette Buttcoin.”