KICK THE BUTT is an anti-teen smoking campaign in urban Sri Lanka that aims at changing the mindsets of teenagers via fashion and social media and it is the first fashion and social media-led anti-teen smoking campaign in the world. The objective is to create a sensation of attraction to be a non-smoker amongst teens and consequently, empower teens to find their own voices to stand up against teenage smoking. KICK THE BUTT's envisioned goal is to change teen attitudes towards smoking, thus leading the way to a domino effect on cutting Public Healthcare costs in the future.

These are the means by which KTB wants to achieve its goals:

•KTB Seasonal Tee Campaign and KTB Merchandise - The KICK THE BUTT Tee Campaign includes the first ever branding of anti-teen smoking fashion with the use of teen-like slogans and sayings. It was launched at Odel Unlimited (Sri Lanka's largest department store) on the 7th of April 2010.