On 2nd June 2020, the electrical retailer, Worten, launched its latest communication campaign for Worten Transforma (Worten Transforms), the brand’s environmental and social responsibility programme. The campaign, which has been running for over ten years now, encourages Portuguese people to take unused electrical and electronic equipment to a Worten store, so that it can be correctly recycled. In exchange, Worten donates new equipment to hospitals, schools and other organisations that are helping people who have become more vulnerable in the wake of the Covid-19 crisis.
The main message of the campaign, which ran until 23rd June, was ‘Transform your old electrical equipment into great help’. The campaign was disseminated online (see the 30-second film below) and on radio, via an exclusive partnership with the radio station, RFM. The campaign was also promoted in the press and social media, and on Worten’s website and in its stores.
Worten Transforma is a partnership with ERP Portugal, the producer compliance scheme which manages the recycling of the equipment that is delivered to Worten’s stores, and ENTRAJUDA’s Donated Goods Bank, the charity that selects the organisations that receive the new equipment donated by Worten.
“The rationale behind this new campaign is our belief that things that once helped us can now help others,” explains Inês Drummond Borges, Marketing Director at Worten. “In these difficult times, we’re focusing our help on hospitals, as well as schools and other institutions that ensure access to distance learning for people who have difficulty providing it to their children.”
“With hospitals grappling to equip improvised canteens for their staff, to wash more laundry and to provide means of distance communication for patients with their families, we want to be there for them now – just as we have been in the past,” adds Isabel Jonet, President of ENTRAJUDA’s Donated Goods Bank. “We also want to help children and young people from all over Portugal to continue their studies, even though schools are closed.”
“Worten Transforma is a huge success,” concludes Rosa Monforte, General Manager of ERP Portugal. “The campaign shows that Portuguese people want to help each other and look after those who are most in need. Transforming old equipment into new equipment also ensures that waste is properly recycled, and secondary raw materials are turned into new products, which is good for our health and the environment.”
From 2009 to 2019, the Worten Transforma campaign recycled more than 55,000 tonnes of old equipment and donated more than 22,000 new products (an investment of more than two million euros) to thousands of Portuguese organisations, helping more than 600,000 people. Last year alone, the campaign collected 6,002 tonnes of electronic waste – 842 tonnes of which were collected during the Worten Transforma Christmas Campaign.
For more information on ERP Portugal’s work with Worten, please read the chapter on Raising Consumer Awareness in Landbell Group’s annual performance report. Please click here for more info on the Worten Transforma programme.
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