Popular Science Honors Nonprofit RBRC with "Ad of the Month" on its monthly newsletter

ATLANTA, July 24, 2003 – The Rechargeable Battery Recycling Corporation (RBRC), a nonprofit public service organization dedicated to recycling rechargeable batteries, today announced that they were awarded Popular Science’s “ad of the month” in its monthly newsletter “Navigate.” The ad ran in the magazine’s July 2003 issue.

The award honors RBRC’s ads for effectively conveying its key message “If it’s rechargeable, it’s recyclable!” to consumers through ad design and copy. The particular ad awarded features a pileated woodpecker perched on a cordless drill and rechargeable battery. The headline states: “Protect his habitat. And yours.” The copy below the image makes the connection between recycling rechargeable batteries and preserving natural resources and provides a call-to-action for readers to recycle.

“Being recognized by Popular Science is truly an honor,” commented Ralph Millard, executive vice president of RBRC. “The goal of our ads is to target audiences that are both ‘gadget-savvy’ and environmentally-conscious. Popular Science is an ideal publication to reach this cross-section of consumers.”

Rechargeable batteries power an ever-growing list of cordless electronics products, including cellular and cordless phones, digital cameras, laptop computers, portable DVD and CD players, PDAs and cordless power tools.

“We awarded RBRC with our ‘ad of the month’ because their ad campaign is clever, creative and effective – it’s that simple,” said Gregg Hano, Director of Sales & Marketing, Popular Science. “Our reader’s have responded positively to the ads, and we are glad that we can contribute to the collection of more rechargeable batteries and to keeping the environment clean.”

Earlier in July, RBRC announced its collection data for the first six months of 2003, reporting that they collected two million pounds of rechargeable batteries – a 30 percent increase for the same time period in 2002.

To find a nearby battery drop-off site, log-on to www.rbrc.org or call 1-800-8-BATTERY.


About Call2Recycle®
Call2Recycle is the industry’s first and only product stewardship program for rechargeable batteries. The nonprofit program is administered by the Rechargeable Battery Recycling Corporation (RBRC), a public service organization dedicated to rechargeable battery recycling. There are more than 30,000 Call2Recycle drop-off locations throughout the U.S. and Canada. More than 175 manufacturers and marketers of portable rechargeable batteries and products show their commitment to conserve natural resources and prevent rechargeable batteries from entering the solid waste stream by funding the Call2Recycle program. In pursuit of its mission, Call2Recycle also collects old cellphones, which are either recycled or refurbished and resold when possible with a portion of the proceeds benefiting select charities. For more information, call 877-2-RECYCLE or visit www.call2recycle.org.

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