Vodafone continues its environmentally focused efforts to create a sustainable world without slowing down. The “Necessary for the World” project, which the company implemented in cooperation with WWF-Türkiye and Habitat Association in order to encourage the recycling of electronic waste and raise social awareness, is successfully completing its first year. While more than 37 tons of electronic waste was recycled in a one-year period, more than 75 thousand individuals were directly reached with the environmental training provided within the scope of the project. In the second year of the project, the goal grows even bigger; It is planned to reach 68 thousand more children with the help of 650 willing educators and to recycle 50 tons of e-waste.

Highlights of the Project and Future Goals

• 37 Tons of E-Waste Collected:In the first year of the project, the targeted e-waste amount was reached ahead of time and more than 37 tons of electronic waste was included in the recycling chain without harming the nature.

• High Social Impact Value:According to the social impact analysis, every 1 TL invested in the “Necessary for the World” project produces measurable social benefits worth 4.56 TL.

• Stores Became the Transformation Point:All 760 Vodafone stores across Türkiye become e-waste collection centers and 32 tons of the total waste collected is recycled through these stores.

Every 1 TL Invested Provides Social Benefits Worth 4.56 TL

Vodafone Türkiye Executive Board Deputy Leader Hasan Süel states that the company adopts a circular economy approach and prioritizes reducing e-waste generation in operational processes. Drawing attention to the financial and social success of the first year of the project, Süel states that every 1 TL investment made produces a social value of 4.56 TL. This data reveals that the project is not just an awareness campaign, but also creates a permanent and measurable behavioral change in society.

Within the scope of the project, the awareness rate of participants about e-waste increases from 39 percent to 81 percent. While the rate of individuals who receive training to take steps for the environment exceeds 95 percent, the rate of those who exhibit e-waste collection behavior is recorded as 86 percent. In the second year, it is aimed to continue training in all 81 provinces both face to face and via digital platforms.

5 GB Internet Gift to Those Who Bring E-Waste to Stores

A very aggressive strategy is also followed in the marketing and communication leg of the project. Vodafone Türkiye Executive Board Deputy Leader Meltem Bakiler Şahin explains that approximately 40 million TL worth of media investment has been made for the project. The commercial, featuring brand ambassador Demet Evgar, reaches 38 million people on television and 50 million people in digital media. This heavy link work is also reflected in internet searches; There is a 30 percent increase in searches for “e-waste” and a 27 percent increase in searches for “electronic waste” on Google and YouTube.

In order to expand the campaign, 5 GB portable internet is given as a gift to users who fill out the form through the Vodafone Yandım application and bring their e-waste to stores or send it by cargo. Within the scope of this movement, in which a total of 15 thousand people participated, an average of 2.5 kg of electronic waste was collected per person.

Children Grow Up as “Ambassadors of Nature”

WWF-Türkiye General Manager Ömür Kula and Habitat Association Board Leader Emre Koyuncu emphasize the social transformation dimension of the project. Last year, special sustainability education curricula were prepared for children aged 7-14, parents and teachers. Additionally, nearly 900 children and enthusiasts come together with the “GreenFest” event.

Thanks to the “Nature Ambassadors” program initiated within the project, 23 talented children selected, accompanied by mentors, produce creative works on the themes of e-waste and the environment. These works are planned to be exhibited at a digital stand in the coming period. It is stated that 20 new nature ambassadors will be selected in the new period of the project. There is a net increase of 50 points on average in the general knowledge level of children participating in the training workshops on environmental and sustainability issues.

Artificial Intelligence Support in the New Era: “AI for Planet”

In the second year of the “Necessary for the World” project, it is aimed to benefit more from the power of technology. In this context, a new training module called “AI for Planet” is being launched. In the events to be held in 4 different provinces in rural regions of Turkey, children will be taught how to use artificial intelligence technologies in the fields of climate crisis and sustainability. In this way, the digital competencies of young generations are increased and the way is opened for them to produce technological solutions to environmental problems.