Telefónica O2 is expanding its "Let Your Old Mobile Help" campaign, which focuses on recycling unused mobile phones. The operator first announced this campaign in January 2008. Special boxes called "Mobilžrouta" (Mobile Muncher) have been placed in all brand stores. These boxes are made of recycled paper and people can put their retired phones in them. In addition, for every device disposed in this manner, the Help Line Association gets CZK 25 towards the operation and expansion of the children' s crisis line. CZK 25 covers the cost of one phone call.
In 2001, Telefónica O2 became the first operator on the Czech market to implement the collection of used phones in its brand stores. In cooperation with REMA System, it is ensuring the fulfillment of legal obligations and the ecological liquidation of devices. Since 2008, together with the O2 Foundation, the operator has increased its support of the Safety Line with contributions from recycled phones. The success of the campaign can be seen in the 230% growth in phone drop offs in 2008 in comparison with the preceding period.
"The Let Your Old Mobile Help campaign should not only help increase awareness about the possibility of recycling one's phone, but it also supports a good cause. With 130% theoretical penetration of mobile phones among the Czech population, recycling old devices has become a real problem. Unfortunately, people often don't know how to go about recycling mobile phones properly. Therefore, we have decided to make our campaign more visible by placing the boxes in our shops and, in doing so, increase public knowledge about the options of ecological liquidation and, at the same time, support the Safety Line financially," says Jiří Šuchman, Director for Corporate Affairs, Telefónica O2.
Mobile phone recycling is generally not very widespread in the Czech Republic and valuable materials such as expensive metals used in the production of mobile phones are discarded without any further use. The campaign is being connected with support for the Safety Line in order to motivate the general public to act ecologically and contribute to a good cause.
The Safety Line at 116 111 helps children and adolescents resolve difficult situations in life. It primarily serves those who don't know what to do about their problems, feel threatened, lonely, betrayed, confused, and, for a variety of reasons, don't want to, or can't, trust anyone they know.
Thirty percent of children in crisis call the Safety Line. The Line's specialists resolve around 350 calls every day. The Safety Line guarantees anonymity, operates on a nonstop basis, and, thanks to the O2 Foundation, its general partner, is free. Contributions from the campaign have gone towards increasing the capacity of the Line so that even more children who suddenly find themselves in difficult situations can call it.