Royal Society of Chemistry – #PreciousElements

The Royal Society of Chemistry (RSC) wanted to leverage UNESCO’s ‘International Year of the Periodic Table’ to highlight that many elements in the periodic table are in crisis.

Our insight was to link this rallying call to both the climate movement and our obsession with consumer technology, rousing activism and putting pressure on the government for change. Our message? If each of us recycles our old tech properly, we can avert this disaster together.

Working closely with RSC’s in-house team, our campaign activity included events across the UK, teaching resources for schools, tech amnesties and university and parliament buildings lit up by laser projections bearing messages and statistics.

The message landed: 570+ pieces of coverage across broadcast, print and social; 3.9mn impressions on Twitter; the private sector mobilised in support (EMR Metal Recycling partnered with Currys PC World to launch a recycling initiative in schools, collecting thousands of devices); and our questions were tabled in the UK and devolved Parliaments, with many of the RSC’s subsequent recommendations to a Parliamentary enquiry on e-waste now expected to be brought into legislation in 2021.