The agency will work to communicate the importance of recycling energy efficient light bulbs rather than throwing them in the bin.
Recolight, an organisation comprised of members from the lamp industry body, has hired Eloqui PR for the campaign worth £260,000 in fees.
The ‘Big Light Project' is aimed at children between eight to 13 years old. Eloqui will initially approach 1000 primary and 800 secondary schools in London and the South-East, with future plans for a nationwide roll-out.
The agency is working with educational marketing specialist The Rapport Group to devise a range of teaching materials, such as modules on the science behind light and the history of artificial light. Eloqui will also develop a website, an educational film and a competition for the children.
Eloqui director Sara Cruz, who is running the campaign, said it was designed not only to reach out to young people, but also to encourage the Department for Environment, Food and Rural Affairs and local councils to put recycling of CFL bulbs on the wider recycling agenda.