Brand: Recybem B.V.
Agency: Hill+Knowlton Strategies
The challengeIn autumn 2016, Zembla, a highly respected investigative media program aired a dedicated show that suggested that the use of crumb rubber in artificial turf causes cancer; especially in children. The broadcast was very emotional, casting (among others) parents and children who (had) suffered from cancer.
'This kind pollution would never be allowed anywhere else'
Hundreds of football clubs worried about artificial turf
- Although there was not a single piece of evidence that supports the claim that crumb rubber causes cancer, media, politicians, and many football players and parents embraced this view within days after the broadcast.
- Recybem B.V., an industry body responsible for the collection and recycling used tires in The Netherlands, asked Hill+Knowlton Strategies to reset the discussion about crumb rubber; as it wasn't fact based.