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Transition to Trash?
February 20, 2008
The messaging is getting louder about the digital transition, but I notice one important word is missing from the commercials advising consumers of the February 2009 technological change: recycle.
With the push on to get consumers to buy digital and high-definition sets, it is likely that thousands of old television sets may be relegated to the landfill. According to the Environmental Protection Agency, one cathode ray tube could hold as much as eight pounds of lead. Other fun ingredients that could leech into the soil? Mercury, cadmium, polyvinyl chlorides and brominated flame retardant. That means today’s landfill could be tomorrow’s TV-fueled toxic clean up.
How about adding a few lines to those transition messages reminding people to recycle their old hardware? We like the attitude demonstrated again this week by Rogers Communications Inc. of Canada. The wireless division of the bundled services provider is backing a “phones-for-food” program, prodding consumers to turn in their old cell-phones for recycling. Proceeds from the recycled phones goes to the Canadian Association of Food Banks. To up the ante, Rogers is pitting high schools against each other in a competition in major cities to see what campus can collect the most phones.
The winning schools get $3,000 to apply toward their commencement ceremonies.
Alan Shulman, director of device operations for the company, said Rogers takes “full life-cycle responsibility” for the electronics used by its consumers. The initiative is supported across the company’s divisions. For instance, the cable operation is running public service announcements promoting the phone collection drive.
And no, there is no acquisition wrinkle to the effort.
“We’re a national carrier. We’re in every community, as are food banks,” he said simply.
It’s a good attitude. Extend the “go green” initiatives to consumers on this issue and encourage them to dispose of dinosaur TVs properly.
Posted by Linda Haugsted on February 20, 2008 | Comments (2)
