Folk VML has rolled out a new OOH campaign for Vodafone to address the escalating issue of e-waste in Ireland. As part of Vodafone’s ongoing ‘Home of Trade-In’ initiative, the campaign uses the backdrop of Glendalough to highlight the magnitude of e-waste through a dramatic depiction of a literal mountain of unused smartphones.
With more than 5m unused smartphones sitting in drawers across Ireland, the valuable raw materials they contain are being overlooked and wasted. Vodafone offers a range of solutions to tackle this growing problem, including refurbished smartphones, trade-In programs, device repair, and recycling services. These initiatives give unused phones a new lease on life, ensuring they are repaired, recycled, or repurposed.
‘’This campaign was designed to grab attention and spark conversations around e-waste and the role we can all play in tackling this problem. Through initiatives like Trade-in, fix and go, recycling and our refurbished phones, we are committed to addressing this problem by extending the lifecycle of our customers devices, offering them better, more sustainable value that’s kinder to the planet,” says Amanda Nelson, CEO, Vodafone Ireland.
“’There are over 5m unused smartphones across the breadth of Ireland. Calling out that alarming stat is one thing but bringing that stat to life for the consumer in a dramatic visual is way more powerful. Our job was to inform the public that you can do something about it by trading in, repairing, recycling and repurposing these smartphones thanks to Vodafone,’’ adds Jonny Cullen, creative director, Folk VML.
