Theagency chosen for light-bulb recycling campaign
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Theagency product story
Edited by the Marketingweek Marketplace editorial team
Sep 2, 2009
Theagency has been appointed by Recolight to develop a campaign to encourage Britain to change its energy efficient light-bulb recycling habits.
Recolight is aiming to increase the percentage of UK households that recycle energy efficient light bulbs - which are classed as hazardous waste due to the small amount of mercury they contain - to 60 per cent by 2014.
Theagency campaign will raise awareness of the potential quantity of mercury entering landfill when energy efficient bulbs are not recycled.
This will include a micro website, a viral film, a home-user pack, poster advertising and point-of-sale material.
Saman Mansourpour, a partner at Theagency, said: 'Our intention is to address the lack of awareness of the mercury content in energy efficient light bulbs, without discouraging consumers from buying them.
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