ECOTIC, the first PRO on the Romanian market, is celebrating this year its 15th anniversary and reaching the threshold of over 200 000 tons of e-waste collected. ECOTIC, was established in April 2006 and represents more than 600 producers. In 2020 they ran 125 awareness-raising and collection campaigns reaching out to nearly 13 million consumers in Romania. Here is one of their most recent campaigns.

ECOTIC Romania together with the Ministry of Environment, Waters and Forests launched in March 2020 the ongoing national awareness raising campaign “Act in Romania like abroad!” . The campaign was based on the necessity to inform the general public about the need to hand over e-waste for recycling at the point of sale through retail chains. The campaign had various means of communication, the main tool of the campaign was a video spot. The concept of the video was based on the interest Romanians have towards the good practices of the western countries, in this case it was Paris, France. The video spot can be seen here. The campaign was developed in partnership with the National Audiovisual Council of Romania that granted recommendation for free broadcasting on the national TV channels. The TV campaign alone gathered over 11 million unique views. Also within this campaign was launched on 14th of October 2020 with the occasion of International E-Waste Day the info line 021 9641 that offers solutions for people that want to hand over e-waste and battery waste. Namely, taking into consideration the type of e-waste they want to hand over or their current location the call center operator indicates the suitable solution.

Other communication means that were used within the campaign are:

  • Social Media (including a campaign with influencers on Instagram) and YouTube Ads campaign;
  • Local collection and awareness raising campaigns;
  • Raffle campaign for the citizens that place pick up orders for large e-waste.

Until now the campaign has reached over 13 million persons.

About

The WEEE Forum a.i.s.b.l. is an international association representing forty producer responsibility organisations across the globe. Together with our members, we are at the forefront of turning the extended producer responsibility principle into an effective electronic waste management policy approach through our combined knowledge of the technical, business and operational aspects of collection, logistics, de-pollution, processing, preparing for reuse and reporting of e-waste. Our mission is to be the world’s foremost e-waste competence centre excelling in the implementation of the circularity principle.

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