Cashing in on cans

"This proved to be an ideal promotional package for Collect-A-Can, as it wanted critical reach in communities in and around Johannesburg and Pretoria," says Kevin Kirby, group marketing manager.

"This month-long campaign generated large audiences and ensured that the commuter market learned more about recycling and waste management. It educated communities on the correct manner in which to collect UBCs [used beverage cans], if they wish to make money for a living from this endeavor."

To bring this message to commuters, Collect-a-Can chose both ComutaNet double sided trailers and roving stage trailers for the educational and promotional campaign. In essence, these trailers are customised mobile billboard trailers, offering clients visibility in commuter areas of convergence. The interactive roving stage trailer allows promoters on the foldout stage to reach the audience through state-of-the-art audio systems.

An additional objective of the campaign was to help schools raise funds and create awareness of income opportunities in collecting UBCs. Learners were encouraged to collect UBCs; Collect-A-Can would arrange collection at schools. The chance to win prizes to the value of R266 000 for the school that brings in the most UBCs was also communicated.

Collect-a-Can (www.collectacan.co.za), a joint venture between Mittal Steel and Nampak, has been committed to the collection and recycling of UBCs across South Africa for the last twelve years. In promoting a cleaner environment, this non-profit making company has created many job opportunities and played a part in poverty alleviation.