By John Glenday, Reporter

October 22, 2021 | 2 min read

GiffGaff has adopted a leadership role in tackling discarded mobile phones with the release of ’An Urgent Call’, an ad communicating the issue of e-waste to a broader audience.

The mobile network collaborated with Black Dog Films, agency production specialists Like Minded Individuals and creative agency Don’t Panic for the initiative, which seeks to affect consumer behavior by encouraging greater recycling and refurbishment of old devices.

Depicting dusty devices coming to life from their resting places deep inside drawers and lying on shelves, the 30-second piece illustrates the scale of the problem by depicting a city drowning in a cacophony of ringtones.

Inviting viewers to ’let your old phones ring again’, the campaign invites people to trade in their old phones with GiffGaff or drop them off at a local recycling point for the good of the planet and your wallet.

The campaign was sparked by a YouGov survey of 2,000 UK adults, with 67% admitting to owning one or more redundant mobile phone. More pertinently, the issue could come back to bite brands, with 54% of respondents feeling that the companies responsible should do more to tackle e-waste, compared to 68% who hold the government accountable.

The most eye-catching result was that 72% of the British public have no idea what e-waste is, prompting GiffGaff chief Ash Schofield to say: “Our research has found that the nation needs to be better educated about the issue of e-waste and why it’s important for our planet and our future. As the mobile network run by you, it’s important we equip people with the know-how to sustainably dispose of their old phones so that together we can work towards tackling the issue of e-waste.”

Spreading this message as far and wide as possible GiffGaff will carry the campaign across digital, out-of-home, radio and social media.

The circular economy messaging follows a 2020 partnership with LadBible in which GiffGaff urged the public to ’check your drawers’ for unused phones following revelations that 55m such devices were lying unused around the country.

Electronics Brand Strategy Mobile

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