Our Work

Background

In February 2009, Generation Green, the schools and community project from British Gas, joined forces with Recycool to create the UK’s largest schools recycling programme, run by Redeem.

The joint initiative, available to all schools in the UK, already has access to approximately 14,000 schools who all want to be involved in environmental projects.

Objectives

To encourage pupils to recycle old mobile phones and used printer cartridges for cash and collecting leaves with Generation Green.
Reach Green Leaf goals to earn rewards, including botanical kits, camera nesting boxes, PC integrated weather stations or wind turbine kits
Teach pupils about the importance of recycling and the impact it has on preserving the planet

Campaign Activity

A highly targeted campaign has been carried out to encourage schools to take part and become more active recyclers, offering a wide range of incentives including cash and school equipment.

Promotional activity included:

In-school
Online
Direct marketing
PR and editorial

Success

Since February 2009 the participating schools have:

Generated over £32,000 cash
Earned 4 million Green leaves
Spent money on new equipment and environmental initiatives to learn in a more fun and interactive way.

Sacha Brech, Brand Experience Manager from British Gas, said: “At Generation Green we’re really pleased to be working with Recycool, offering new ways for Friends and Family to get involved and help schools earn Green Leaves. Currently, only around 14 per cent of mobile phones are recycled or re-used – that’s a huge number going to landfill each year. So, the more phones we can get people to donate to schools for recycling, the better for the environment and for the schools as they earn even more green rewards!"

Generation Green and Recycool envelope