Duracell: Duracell: Changing the Recycling Game

Battery manufacturer Duracell joined NGOs, retailers and government in establishing battery-recycling infrastructure and sustainable business practices in Russia – which has a battery recycling rate of 1.5%, compared with an EU average of 45%.

Campaign details

Brand: DuracellAgency: PBN Hill Knowlton Strategies Russia

Introduction

In a country where environmental awareness is not a priority for many, Russia has an extremely low battery recycling rate of just 1.5%. This compares with the EU average of 45%! So, in 2017, Duracell, one of the leading battery manufacturers in the world, decided to take the lead in setting up some recycling infrastructure across Russia.

Since 2015, Russian legislation has dictated that it is up to companies to recycle the goods that they import or manufacture in Russia. The law also states that companies that...

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