PRWeek UK Awards Winners 2022: Best Environmental Purpose (ESG) Campaign

This award goes to Fanclub, which showed the magnitude of the e-waste problem in a visual-led campaign for musicMagpie.

©Adam Gasson / PA Media

Winner – ‘Mount Recyclemore’ by Fanclub for musicMagpie

Some 53 million tonnes of e-waste is generated worldwide each year, an amount set to double by 2050 according to the United Nations. G7 nations alone produce almost 15.9 million tonnes of e-waste a year, yet despite this growing environmental issue, 80 per cent of Britons do not know what e-waste is. This prompted musicMagpie, which sells refurbished electronics and other second-hand products, to task Fanclub with bringing the problem of e-waste to national attention.

Read: PRWeek UK Awards 2022: Winners revealed

A bold idea at scale was devised to capitalise on the global media present at the G7 summit that took place in the UK in June 2021. On the eve of the summit, a reimagining of the iconic Mount Rushmore sculpture, dubbed ‘Mount Recyclemore’, was unveiled on Sandy Acres in Cornwall. The location looks towards Carbis Bay, where the summit was held.

Made from 12 tonnes of e-waste, it was a gruesome depiction of the leaders of the G7. The enormous sculpture, made with 20,000 discarded electronic products, was simply too big to ignore. It went global – with more than 1,500 articles across 74 countries, spanning online, print, TV, radio and podcasts. News of Mount Recyclemore spread and it was featured on major US chat shows including Jimmy Fallon’s The Tonight Show and James Corden’s The Late Late Show.

Post campaign research showed the campaign could be recalled by 20 per cent of adult Britons over 18 and Mount Recyclemore is now on display at the Eden Project, where visitors are educated on the need to recycle e-waste.

The judges said

This campaign ticks all the boxes! It delivered tangible, measurable outcomes, created a significant media and social media buzz, and was executed effectively to drive political impact.

Highly commended – ‘What Happens In The Arctic, Doesn’t Stay In The Arctic’ by Franses and Arctic Basecamp for Arctic Basecamp

In an in-your-face approach to highlighting climate change, researchers brought a four tonne iceberg from Greenland to Glasgow – to melt outside the COP26 climate change conference. The dramatic action provoked a phenomenal response, with more than 630 pieces of coverage across broadcast, radio, print and online – reaching more than 515 million people globally.


‘Great Big Green Week: The Fight That Unites’ by MHP Mischief for The Climate Coalition

‘Tetra Pak: Choose Carton’ by Brands2Life for Tetra Pak

‘The Heroes Beneath’ by Inkling Culture & Entertainment for Sky Ocean Rescue and WWF-UK

‘Wasting Food Feeds Climate Change’ by Kindred for WRAP

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