Mobile phone users living in London are being targeted as part of a new campaign to promote recycling.
The initiative is using adverts across television, radio, the written press and the internet to highlight the benefits of recycling and the green agenda will also be put across in a mobile game in which players have to starve an evil bin of rubbish.
Mayor Boris Johnson launched the campaign yesterday and claimed to be “excited” by the innovative approach being taken to raise recycling awareness.
Nellie Abdullah, environmental coordinator for Nokia Malaysia, told ZDNet Asia last year that many people are currently unaware that they can recycle their mobile phones, when in fact 80 per cent of the devices from her company can be recycled.
She claimed that “by working together, small individual actions could add up to make a big difference” to the environment.
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