Winner: RF|Binder Partners & Staples
Campaign: Staples Launches Nationwide Computer & E-Waste Recycling Program
American consumers throw out nearly two million tons of e-waste each year, the EPA says. To remedy this, Staples, working with RF|Binder Partners, launched a National E-Waste
Recycling Program in May 2007. The program positioned Staples as the first national retailer to offer computer and office technology recycling.
Prime objectives of the initiative were to generate awareness within consumer and business communities and gain their participation. Another objective was to solidify
Staples' leadership position as a corporation dedicated to helping the environment.
Using research to show that customers would readily accept paying $10 to recycle a computer responsibly, Staples implemented strategies that lent credibility to the program,
such as gaining a public endorsement from the EPA and providing media access to trained spokespeople.
Reticent Recyclers?
But, there were unknowns. "We had no way to predict if the $10 recycling fee would be a significant 'dis-incentive,' and if the media would characterize the fee in a negative
light," says David Kalson, executive managing director of RF|Binder Partners.
The program garnered widespread coverage from top media outlets. Overall media impressions topped 58,000,000.
Lessons Learned
"People will do the right thing for the environment if companies make it easy for them," says Kalson. "Staples takes equipment from all manufacturers, even if the equipment
wasn't bought at Staples. That makes recycling pretty easy for customers."