The brief is to raise awareness of the issues around mobile handset recycling and increase traffic to the Fonebank website.
Johnson King will also work to differentiate Fonebank from its competitors, such as Envirofone, by targeting the broadcast media, as well as local and national papers.
Fonebank enables people to receive money in exchange for their old mobiles. People can check how much their phones are worth on the Fonebank website and after posting their handsets they can collect a cheque for up to £200.
Johnson King has worked with Fonebank's parent company Corporate Mobile Recycling, but this is Fonebank's first PR campaign.