Waste Reduction Week in Canada Kicks Off

Recycle My Cell Challenge Issued to Canadian Students

TORONTO – October 18, 2010 – Today, Waste Reduction Week in Canada (October 18-24, 2010) kicked off with the official launch of the Recycle My Cell Challenge. Canadian secondary schools and post-secondary institutions are being challenged to recycle as many old wireless devices possible, including cell phones, smartphones, wireless PDAs, pagers, accessories and cell phone batteries.

Supported by Waste Reduction Week’s national sponsor – RecycleMyCell.ca – the Recycle My Cell Challenge is the cornerstone of the 2010 campaign. Running from October 18 to November 30, 2010, the Recycle My Cell Challenge is intended to raise awareness about, and engage Youth in, the recycling of wireless devices and accessories.

“The Recycle My Cell Challenge is a great opportunity for Canadian youth to further their environmental leadership skills,” said Bernard Lord, President and CEO of the Canadian Wireless Telecommunications Association (CWTA). “I encourage all young people – and their families – to lend a helping hand in keeping old cell phones out of their local landfills.”

Secondary schools and post-secondary institutions in each province and territory can register viahttp://www.wrwcanada.com or their provincial/territorial Waste Reduction Week partner. Recycle My Cell will provide the box needed to easily set up a Recycle My Cell collection site. Upon closing of the Challenge on November 30, 2010, participating schools will be able to arrange to have the phones picked up for processing for free. Participating schools will be doing a good thing for the environment, and could also win some cool prizes.

“Cell phone carriers and handset manufacturers are demonstrating real environmental leadership through Recycle My Cell,” says Jo-Anne St. Godard, Chair of Waste Reduction Week in Canada. “The Challenge offers students an easy way for students to contribute to waste reduction. We hope it encourages them to think about other ways they can reduce their waste as well.”

To coincide with this year’s Waste Reduction Week, Recycle My Cell has also launched a new video Public Service Announcement ( http://www.wrwcanada.com/recycle_my_cell ) to promote just how easy it is for Canadians of all ages to recycle their wireless devices responsibly – and at no cost.

About Waste Reduction Week in Canada – http://wrwcanada.com
Waste Reduction Week (WRW) in Canada was developed in 2001 by a coalition of 13 recycling councils and sister organizations from across Canada and is delivered each October by the same group. The program’s goal is to inform Canadians about the environmental and social ramifications of wasteful practices. WRW uses its “take action” messaging to empower all Canadians to adopt more environmentally-conscious choices. Waste Reduction Week provides Canadians with information and ideas to reduce waste in all facets of daily living, creating solutions to the many environmental challenges we face.

About Recycle My Cell
Recycle My Cell is Canada’s national recycling program for mobile phones and accessories. The bilingual Web site – www.RecycleMyCell.ca and www.recyclemoncell.ca – allows consumers to simply enter their postal code to locate the 10 drop-off locations closest to them where their devices will be accepted, regardless of brand or condition. The free program is run by the Canadian Wireless Telecommunications Association (CWTA), in conjunction with cell phone carriers and handset manufacturers, who have come together to raise awareness about the importance of cell phone recycling.

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For more information please contact:
Christopher Hilkene, Communications Director, Waste Reduction Week in Canada, 416-425-1313,
chilkene@hilkene.com.

Marc Choma, Director of Communications, CWTA, 613-233-4888 ext. 207, mchoma@cwta.ca.