The creative idea of the entire initiative evolved around it’s content, objective, approach and timing. Vodafone urged the people of Ahmedabad, Gujarat not to throw away their old newspapers and instead hand them over to Vodafone at select Vodafone stores for recycling, against which Vodafone agreed to pay double the market rate. This amount, however, was to be given back in the form of digital currency and be credited on their respective m-pesa accounts. The idea was (a) to increase the m-pesa app downloads manifolds and (b) bring about a social awareness about green conservation, global environmental balance and waste recycling.

The entire initiative was communicated in a big way in leading local newspapers, FM radio channels and on social media. On the start of the event customized branded standees and promo kiosks with digital weighing machines had been placed at 50 designated Vodafone stores. Trained ‘m-pesa’ promoters were also stationed to manage logistics and attend to participants' queries and help them download the m-pesa app with free Vodafone Wi-Fi. Instant money transfers had been made to all those who turned up to deposit their old newspapers.

• Every Ton of waste paper collected and recycled saves 17 fully grown trees. Vodafone collected over 9 tonnes of old newspapers, which helped save more than 150 trees. • More than 2000 mobile users got introduced to the concept of M-wallet and more than 3000+ unique downloads were recorded during the event. • Most importantly over $4000 worth of digital money had been transferred on m-pesa app • Not burning the old waste also saved about 1500 pounds of carbon dioxide being pumped into the air and also addressed an ever worrying waste disposal in most eco-friendly manner.