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In May 2015, Telstra launched a pilot program offering small businesses the opportunity to recycle old and unwanted electronics free of charge. From the outset, we played an instrumental role in developing the program’s outcomes.


  • Identity
  • Art direction
  • Photography
  • Production
  • Print management
Telstra Phone Image 1
Telstra Flowchart 2

This project began as a pitch of bold ideas, centered around the findings of Telstra’s Environment Strategy, that outlined Telstra’s interest in electronic waste (e-waste) management.

Working with Telstra’s Senior Sustainability Advisor and members of Telstra’s business marketing team, we pitched then defined the parameters of a Telstra business customer ‘pick up e-waste recycling’ program with the purpose of piloting a first for an Australian telecommunications company.

The outstanding volume of e-waste reclaimed and recycled during the pilot period was a great testament to our approach. Our Telstra eCycle campaign was judged as a finalist for the UN World Environment Day Awards.

Telstra Result3 Quote 4
Telstra Results1 3
Telstra Results2 4

Project development

To get a better understanding of the issues surrounding e-waste recycling, we visited a number of Telstra Business Centres. This helped us to define key Telstra customer and licensee processes, informing our strategy development . This consultation also helped us understand how to strike the right balance between encouraging time-poor business owners to recycle their e-waste, and not burdening their Telstra Business Centres. To drive campaign imagery and language, we came up with: “We take your electronic goods, bads and uglies”. This added a light-hearted touch to the campaign message.

We also directed a photoshoot to ensure the right blend of e-waste items were represented – most of which we had (perhaps tellingly) laying around our office. The resulting images were widely used and gave life and light to the campaign collateral. The end product was a lively and engaging suite of materials comprising of custom designed point-of-sale units, eCycle collection boxes, document folders, letters, flyers, strut cards, pull up banners, posters and brochures – delivered right across Australia.

Telstra Phone 5 Telstra Text Package 6 Telstra Folder 7

“Striking the right balance between encouraging time-poor business owners to recycle their e-waste but not burdening Telstra Business Centres was crucial to the program’s success.”

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