Currys collect over 200 tonnes of electronic waste a day, more than any other business in the UK – but this is a literal ‘drop in the ocean’ compared to the waste that still goes uncollected. Currys were offering financial incentives for e-waste recycling, their pioneering Cash for Trash scheme. The problem is that no-one knew about it, meaning tons of tech still going to landfill. With a limited budget, we used truly interactive out of home to drive disproportionate reach from a single activation. Ultimately driving 17% higher rates of recycling and preventing 68,200 old products from ending up in landfill.