Call2Recycle, Canada’s leading battery collection and recycling program, is launching its consumer brand, “Recycle Your Batteries, Canada!” with the help of a multi-media campaign that encourages Canadians to recycle their used batteries. The centerpiece of the campaign is a series of educational commercials that will be featured on national television and digital media. Titled, “Decisions, Decisions,” the commercials depict the morality play that consumers experience when they choose between simply throwing batteries in the garbage can – or doing the right thing and recycling responsibly.
“A large majority of Canadians already know that throwing batteries in the garbage is harmful to the environment, but some still choose to do so out of convenience”, said Jordan Covens, Director of Marketing at Call2Recycle Canada. “We want them to think twice when they make that decision, by showing them how convenient it is to simply collect them and drop them off later, when they are doing other errands.”
“We know that environmentally responsible Canadians want to do the right thing, but some simply aren’t aware of how to recycle their batteries. These ads aim to improve understanding by providing that important information, in an engaging way,” said Scratch Creative Director, Kevin Manklow.
The new ads visually demonstrate the three steps, “Collect, Protect, Drop Off” that make up Call2Recycle’s memorable slogan, to educate consumers about battery recycling best practices. The media purchase, handled by twenty6two International, will see the new TV ads being broadcast across Canada from February 18 to March 31 on specialty TV channels including CTV News Network, SportsNet, HGTV, W Network, TSN, RDS, TVA and more. The campaign will also be broadcast on YouTube and social media channels.
The digital and TV campaign is supported in select markets with out-of-home signage, designed to drive traffic to Call2Recycle’s new consumer website, RecycleYourBatteries.ca, where consumers can find more information on safe battery recycling best practices.
For more information, visit RecycleYourBatteries.ca.