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Quito, Ecuador, 13 August 2013
Nokia’s Take Back Programs
Ed ButlerRecycling & Product EOL Mgr.
ITU Workshop on “Environmentally Sound Management
of E-waste in Latin America”(Quito, Ecuador, 13 August 2013)
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Consumer Awareness• Only 9 % recycle their phones today• Lack of awareness on where and how to recycle is the
main obstacle• 76% of consumers agree that they would like to buy a
phone from a company that makes it easy to recycle
31 Million
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Company Confidential. ©2010 Nokia 5
LATAM Countries Sustainability & Environmental Awareness 2012
New regulations
Existing Take back
Puerto Rico
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2002Mexico , Puerto Rico,
2003Guatemala, Panama, Jamaica, Venezuela, Costa Rica, Ecuador, Haiti, Peru
2004Nicaragua, El Salvador, Honduras
2005 Colombia, Brazil, Chile, Uruguay, Paraguay
Recycling/collection history -LTA
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Nokia’s Take back Permanent services for consumers
– Nokia Service Points -6K+– Electronics waste producer associations in EU27
countries + Australia + Canada– Customer cooperation China , LTA, SEAP– Free postage in USA, Finland, Norway and
Singapore– Take back bins at Nokia branded retail
For Nokia Employees– Take back bins at large Nokia office lobbies
Take back campaigns – Country campaigns: USA, Malaysia, Indonesia,
Latvia, South Africa, UAE, India etc.– Take back at Nokia events (Nokia World, AGM-
annual meeting, MWC)– Cooperation with schools& universities, NGO’s,
suppliers, customers and retail – Social media (Twitter I # recycling, You Tube…)
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“Over the three day campaign the Flagship Stores collected a total of 33 phones, 21 batteries and 6 chargers. We handed out 26 trees for our guests to plant and enjoy.”
Earth Day 2007
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Recycle a Phone, Adopt a tree.
• NEWTrees is a joint initiative by WWF Indonesia, Nokia and Equinox Publishing in late 2007• Nokia has sponsored planting of 140,000 trees in Sebangau, Rinjani and Chiliwung National
Parks, Indonesia• It gives people an innovative way to help reforest this protected national park and monitor
the tree growth through Nokia Maps and geo tag Technologies
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Objectives
11
PARTNERSHIP HIGHLIGHTSCAPTIVATING AUDIENCES WORLDWIDE
6+M theatrical viewers; 5.5+M views of Nokia message
51M exposed to Nokia in learning venues
80 M exposed through on-line/Social Media Channels
Average of 1000 devices collected at each recycling promo
Total ROI through Q1 2010 was 3:1