BIC Cello, a leading writing instruments brand, has launched an initiative called Write to Recycle to promote sustainability among the youth. Launched in February 2023, the initiative targeted 15 colleges across Mumbai, Delhi, Kolkata, Chennai, and Bengaluru. The initiative aims to create a platform for young people to express themselves and bring about positive change towards sustainability. It focuses on the concept of Recycling, Reusing, and Reducing (RRR), encouraging students to take action towards sustainability.
The initiative was divided into two parts: student engagement and recycling. Students were asked to express their emotions and thoughts around recycling on paper. The best ideas were displayed on a dedicated area called the Wall of Change at select colleges. Three winning pieces were featured live on national radio.
BIC Cello has also installed collection units in partnering colleges where students could dispose of their used pens. The collected pens were recycled and turned into benches that were used at various colleges, promoting the concept of a circular economy while beautifying the areas. BIC Cello partnered with Radio City to further engage students in the initiative and create a hype around it. So far, the initiative has engaged over 8,800 students and produced 15 benches.
Trending – In Advertising:
Write to Recycle is one of BIC Cello’s initiatives that aim to educate and engage young people around sustainability and how it plays a crucial role in shaping a better future. The initiative stems from the brand’s Write the Change You Want to See campaign, which was launched in 2022 as part of the Butterflow range relaunch across the country. By promoting sustainability and encouraging positive action, BIC Cello is playing its part in creating a better world for future generations.
Commenting on the initiative, Devanshi Dholakia, marketing lead, BIC Cello, said: “India hosts a young population with most people under the age of 25. Today’s youth are informed, engaged, and opinionated, and take matters in their own hands. Through our initiative, Write to Recycle, we hope to encourage youth to express themselves and to trigger behavioural change in the sustainability space, providing India’s future generation with a platform to write the change they want to see.”
Columnist Asia Exclusive:
Follow us on LinkedIn