THE CHANGE THEY
NEEDED TO MAKE

Electronic waste is a huge issue in the UK and is widely covered by media. COP26 further brought the e-waste issue into mainstream climate conversation.

Our aim was to motivate a wider proportion of consumers to change their attitudes and behaviours towards recycling, repair, consumption and care of consumer electronics – and recognise Currys as a trusted partner that helps them on their journey to help tech live longer.

THE conversation we created

Our campaign had two phases which allowed us to discuss the range of offerings from Currys and maximise coverage opportunities.

Phase 1 focused on the ‘Cash for Trash’ initiative which took place in Currys stores across the UK. Phase 2 then used research to pinpoint and help two of the worst offending e-waste cities in the UK.

To bolster our understanding we conducted research with YouGov, looking at current attitudes towards recycling and the issues Brits find when it comes to disposing of their unwanted and unused tech. This research underpinned both phases as well as being used to create video content to bring it to life.

The second phase saw us place a large skip in the city centres of London and Birmingham, inviting locals to dispose of their unwanted tech in exchange for a £5 voucher to be used in a Currys store. This gave us further opportunity to share our research and, as well as b-roll footage & photography of our skip activations, Currys Chief Supply Chain Officer provided media interviews providing further depth.