Cannes Lions

RECYCLING

WUNDERMAN, Dubai / EMIRATES / 2010

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Overview

Entries

Credits

Overview

Execution

Using regular media of print and TV to spread awareness in a limited budget was not an option we had. However we achieved our objective by using traditional media with a non-traditional twist.We created regular looking posters with one simple difference. These were sticky posters. On these unusual posters, people could actually stick their cans after use and give them up for recycling. Also making it an innovative medium to collect cans for the Can Collection Drive. These sticky posters were strategically placed right next to the trash cans at places where people buy canned drinks – at food courts and restaurants in Dubai.

These innovative sticky posters worked in two ways: they spread the message of recycling cans at the right place and at the right time; and made it easy and simple for people to recycle their cans right next to the trash cans.

Outcome

Dubai-ites actually turned up at the centre, something unthinkable. The first week saw 126 members download the application, 22 of which completed their tree by recycling 60 kg paper.

In all, we collected 35,659 kg paper in a month’s time.

On tree planting day, people across nationalities, schools, corporates, even government departments planted 200 trees in their name in a park's desert area, with one goal, to better the environment. Their efforts were evident as they came on a weekend to plant their tree. 'My Tree in Dubai' helped make recycling a habit. 37% participants became members of EEG.

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