The Rechargeable Battery Recycling Corporation Receives Popular Science “Ad of the Month” Award
ATLANTA, February 6, 2006 – The Rechargeable Battery Recycling Corporation (RBRC) was recognized this month with Popular Science magazine’s “Ad of the Month” award for its “Recycling That’s Easy to Wrap Around” advertisement. The creative made its debut in the “What’s New” section of the February issue, representing a winning combination of clever creative and strong positioning of a message.
“Being recognized by Popular Science is truly an honor,” said Ralph Millard, executive vice president of RBRC. “Our ‘Recycling that’s Easy to Wrap Around’ ad is designed to reach audiences that are both gadget-savvy and environmentally-conscious. Popular Science is an ideal publication to reach this cross-section of consumers.”
RBRC’s award-winning ad, created in conjunction with BtB Marketing Communications, a Raleigh-based advertising agency located in North Carolina, features a snake wrapped around a rechargeable battery and cordless phone. The message: “Recycling that’s easy to wrap around” conveys that recycling rechargeable batteries and cellphones is easy and good for the environment. The snake piece is part of a larger campaign, which includes four different ads with a similar message including: a frog on a cellphone, a woodpecker on a drill, a monkey on a laptop and a porcupine on camcorder.
In addition to being good for the environment, the campaign was also good for the animals, since no live animals were used with each ad’s creation. The images were created by photographing the leaves and rechargeable product in the studio and then digitally manipulating an existing animal image so that the two became one.
“This campaign has been a blast to work on, but it was also a technical challenge since no live animals were used,” said Geoff Dunkak, Vice President of Creative Services at BtB Marketing Communications. “By juxtaposing the rechargeable product with the natural images, in this case a Spotted Bush Snake, we remind the reader of the connection between man-made products and the environment and encourage responsible recycling of rechargeable batteries.”
Due to their longstanding relationship, RBRC chose Popular Science to debut this new creative because they deliver RBRC’s core target audience of heavy users of power tools, laptops, cellphones and various other portable devices that use the rechargeable batteries that RBRC recycles.
The “Ad of the Month” award is selected by Popular Science’s Publisher and Ad Director based on numerous criteria including: launch of a new product, creative execution, connection with Popular Science readers, effectiveness of communication and consistency of message. This is the second time RBRC has won the award.
For more information or to find the nearest participating drop-off location, call 1-877-2-RECYCLE or go online at www.call2recycle.org.
About Popular Science
Founded in 1872, Popular Science is the world’s largest science and technology magazine with a circulation of 1.3 million and 6.7 million readers. Each month, Popular Science reports on the intersection of science and everyday life, with a mission to be the ultimate guide to what’s new and what’s next. Now in its 135th year, Popular Science is published in five languages and nine countries worldwide, and is the fifth oldest continuously published magazine in the U.S.. Popular Science is published by Time4 Media, the world’s leading publisher of enthusiast magazines. Time4 Media is a subsidiary of Time Inc., which is a wholly-owned subsidiary of Time Warner Inc. (NYSE: TWX).
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.