LONDON, NEW YORK, 25 June 2021 A campaign the Good-Loop team ran in partnership with Havas Media for GiffGaff that encouraged people to recycle and reuse their old mobile phone handsets picked up an accolade at the 2021 Purpose Awards last night.

The mobile phone network's "GiffGaff Gives Back" campaign, which aimed to highlight the nation's growing environmental problem with e-waste and the need for a circular economy and drive behavioural change to benefit both people and planet, was highly commended in the Best Environment Cause category.

Currently, 55 million unused mobile phones are hidden away in drawers and cupboards across the UK -- equating to over 4,125 tons of our earth's finite resources left sitting in homes that could be recycled.

'GiffGaff Gives Back', which was launched on Black Friday last year, aimed to make people more aware of the environmental cost and encourage them to 'Check Your Drawers!'

This included Havas Media running the ad through Good-Loop's purpose-powered platform, which rewards people who watched the ad with free charitable donations.

When a user watched 50% of the video content they unlocked a donation to GiffGaff's long-standing partner, Neighbourly -- an award-winning giving platform.

These funds were then used to support grassroots, local charities that were severely affected by COVID-19. By using Good-Loop's ethical ad format, GiffGaff was able to partner with their users through a shared endeavour, further building brand trust.

Havas Media recruited Good-Loop to drive awareness and gain attention in the initial stages of the campaign -- 'GiffGaff Gives Back' -- before partnering with LadBible to double down on their message to 'Check Your Drawers!'.

Altogether, through the campaign, 1,220 'dead' handsets were given new life and re-circulated via the 'Check Your Drawers' hub -- the environmental equivalent of preventing an estimated 8.4t of gold from being mined and 73.2t of carbon emissions.

The Purpose Awards recognise campaigns that use creative ideas successfully to further positive causes and acknowledge the organisations behind them. They are open to agencies, brands, public sector bodies, charities and NGOs throughout Europe, the Middle East and Africa.

To see the full list of winners, click here.