Winner: Porter Novelli - HP Environmental Leadership Campaign
In 1987, HP began recycling hardware and has since recovered over 2.3 billion pounds of electronics and supplies for recycling. For the HP Environmental Leadership campaign, HP focused on toner and ink cartridge recycling to highlight its "closed-loop" plastics recycling process, in which recycled printer cartridges are processed to reclaim materials and make brand new, high-quality cartridges.
The goal of the HP Environmental Leadership Campaign was multi-pronged and included strengthening the reputation of Hewlett-Packard as an industry leader in environmental responsibility; positioning HP as the best option for responsible printing at work and at home; and educating customers on the environmental benefits of HP's recycling programs.
In collaboration with Universal Studios, HP developed a customer education program surrounding Dr. Seuss' The Lorax, a film adaptation of the classic book, which delivers a message of sustainability and individual responsibility to viewers of all ages. This tactic was called "Print Like the Lorax." Next, in order to build on the success of The Lorax sponsorship program and leverage two upcoming major announcements with HP partners, HP hosted tours at two of its recycling and processing facilities—one just outside Nashville and the other at the Lavergne Group, a plastic recycling processing plant in Montreal.
With the support and continued growth of its public awareness campaign, HP's recycling programs have grown to new, unprecedented levels of success. To date, HP has recycled nearly half a billion HP ink and LaserJet toner cartridges, using more than 118 million pounds of recycled content, while keeping 280 million cartridges and 2 billion post-consumer plastic bottles out of landfills.
Honorable Mentions:
- Entergy Corporation - Geaux Green
- Honeywell and Weber Shandwick - Green Boot Camp
- Ogilvy PR Australia - Kleenex Cottonelle: Pin to make a difference
- LG Electronics with Ogilvy Public Relations - LG: An Energy Efficiency "STAR"
- O'Malley Hansen Communications - Green for Good
- Rogers & Cowan - An End is a Cool, New Start: will.i.am and The Coca-Cola Company Launch EKOCYCLE