The latest collaboration in Vodafone and WWF’s One Million Phones for the Planet campaign brings together animals and phones to encourage people to donate their unused phones for responsible recycling, helping to protect our environment.

Developed by Design Bridge and Partners London in partnership with Garrigosa Studio, the campaign aims to encourage the public to mimic the animals’ behaviours, ‘exploring every drawer’ in their home to unearth and donate unused phones.

Vodafone’s three-year partnership with WWF started in November 2022 with the aim of using technology to help overcome sustainability and conservation challenges, and help people make more sustainable choices.

One Million Phones for the Planet is the flagship initiative of the global partnership, launched in response to the current reality that an estimated 5 billion unused phones exist in the world. By joining forces, Vodafone and WWF wanted to promote a shift towards a circular economy, a concept that emphasises the importance of reusing, recycling and reducing waste. Encouraging the donation of old and forgotten phones was an accessible and actionable place to start engaging consumers.

So far, more than half a million unwanted phones have been collected. Each phone generates £1 towards WWF conservation projects across the world focused on addressing the climate and nature crisis. Funds generated from this initiative are helping to find solutions so that future generations have a world with thriving habitats and wildlife.

“This playful campaign is an optimistic take on an important environmental issue: the unused and forgotten phones we have around our homes have real value to the environment when recycled. As well as sparking a bit of joy, we hope to make our audience reconsider the importance of storing old phones and inspire more people to donate their devices as a gift to WWF and nature.”

— Anne Stilling, Head of Brand & Media, Vodafone Group

Read more at www.vodafone.com.