Call2Recycle wants Canadians to reconsider how they dispose of batteries.
The non-profit’s “Recycle Your Batteries, Canada” hero spot is a morality play featuring a dad looking quizzically at a robot toy’s used batteries with the voiceover, “decisions, decisions,” before he also looks at a garbage can.
“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,” says 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.”
Call2Recycle Canada was founded in 1997 to protect the environment by collecting and recycling consumer batteries across the country.
Indie shop Scratch is the agency behind the new campaign. Scratch creative director Kevin Manklow says “we know that environmentally responsible Canadians want to do the right thing, but some simply aren’t aware of how to recycle their batteries.”
The ads visually demonstrate the brand slogan “Collect, Protect, Drop Off” to educate consumers about best practices behind recycling batteries, in an attempt to improve public understanding in an engaging way, Manklow says.
The media purchase, handled by Twenty6two International, will see the new TV ads being broadcast across Canada until 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 including Instagram, where the brand activated around International Polar Bear Day on February 27.
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, including drop-off locations.
The Recycle Your Batteries, Canada! program operates more than 12,000 collection sites across Canada, located at major retailers and municipal facilities.
