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Stewardship Ontario conducts battery recycling campaign

Not-for-profit organization Stewardship Ontario has begun a campaign in that province intended to raise awareness of its battery recycling program. Developed by Brees Communications of Toronto, the campaign encourages consumers to recycle their single-use batteries at collection points around Ontario.The initiative, called "Dead is just the beginning," consists of transit, radio, out-of-home, cinema and online advertising. The creative makes use of imagery suggesting that a battery can have a life after its death by being recycled.

"Many people are unaware that dead batteries still have lots of life in them when recycled properly," said Liz Falconer, president and CEO of Brees Communications. "Batteries contain valuable materials that, if recycled, can be used to make other things. We wanted to deliver this message in a fun and memorable way."

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