The concept started from the thought, that recycling activities should not be forced, and becomes significant when it is voluntary. We aimed for communication that will make customers aware and will proactively act upon. The promotional video was played, and posters and the recycle boxes were placed at the storefront where customers purchase their new mobile terminals. Corrugated cardboard was used for the posters and recycling containers in order to cummunicate immediately that this was a promotion for recycling. A mobile phone character contributed to communicate the message, "There is a place for used mobile phones to return to."

The goal of the campaign was to increase the used phones that are collected. The actual number of mobile phones returned for recycling doubled the target figure. Within KDDI, the campaign served to raise the employees' consciousness toward recycling. The poster and containers as well as the video worked as effective promotion without over-dominating the storefronts. Although it was not an extravagant environmental campaign, the modesty also contributed to the positive response among the mobile phone users and KDDI employees. As a corporation and as the person in charge, we are truly satisfied and pleased with the results.