On Earth Day, Recupel launched a smartphone collection campaign 📱, together with l’Ancienne Belgique – AB and Pommelien Thijs. In less than three hours 2.000 fans were willing to exchange three old cell phones for a concert ticket!

In total, more than 8.900 cell phones 📱 were collected for reuse and recycling ♻️. And that’s a good thing, because a cell phone contains about 40 valuable materials, such as gold, tin, copper, silver, and palladium. Recycling these materials is more efficient than traditional mining. Up to 300 grams of gold can be extracted from a ton of old cell phones, while only 3 grams of gold can be extracted from a ton of gold ore.

Recycling more materials from our waste makes us less dependent on traditional mining, which is better for people and the environment. Recupel wants to encourage everyone not to keep their unused cell phones unnecessarily after this campaign, but to hand them in at a Recupel point or at the store where they purchase a new device.

Through this campaign, Pommelien shows how we can reach a target group that is sometimes difficult to activate and how, as a singer and role model, she can get young people on board with sustainability. 💚