Set-up in December 2002 by Braun, Electrolux, HP and Sony in response to the introduction of the European Union’s Waste Electrical and Electronic Equipment (WEEE) Directive. ERP is constantly looking for new and creative ways to educate the Irish public on the importance of recycling and driving behavioural change. Electronic waste is one of the world’s fastest growing waste streams.
The Reputations Agency was tasked with developing a suitable social purpose programme that would drive battery recycling across ERP’s regional areas and drive widespread awareness of ERP’s sustainability activity. ERP was keen to appoint a charity partner as well as a and retail partner for ERP’s sustainability campaign to promote its battery recycling message. The Agency was tasked with identifying partners.
TRA carried out an extensive review with three charities and ERP agreed to partner with Barretstown. We secured Lidl Ireland for in-store battery collection points across 153 stores, using Lidl communications channels including its 790,000 circulation magazine and in-store notice boards. We devised the strapline Batteries for Barretstown together with ‘Powering Positivity’ to use across materials. Newly branded green boxes and posters were distributed to 4,500 collection points. Blaithnaid Treacy and five Batterstown families launched the campaign, five videos were produced, Batt-Man, the capped Eco-crusader, featured at the National Ploughing Championships and an ERP Batteries for Barretstown Christmas Campaign was launched.
Our target was to generate a 1-million strong campaign audience across social, online, print and broadcast. 75,000+ people watched the online videos, we had 1,483,825 social media interactions and the PR campaign reached an audience of over 2.3 million people