giffgaff recycle story.
Phone recycling as organ donning. Recycle to feel less guilty, save resources and reap the rewards; bringing the nostalgia of ‘Operation’ to life.
University brief by giffgaff.
Target audience insights
The main reason people don’t recycle is laziness and ignorance, often think it’s too much hassle to recycle. People also feel nostalgic over their old phones may be due to photos stored on it and memories created.
Giffgaff’s target audience at the moment is ‘tech-savvy’, most likely to be millennials, aware of their money and also aware of some environmental issues going on in the world.