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The Call to Inaction

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How we made participation in Sandvik's recycling program skyrocket by asking their customers to do... Nothing.

A worker in hi-vis jacket and helmet sits cross-legged on a mat, meditating in an underground mine tunnel, mirrored in still water.

Background

Sandvik, a key supplier in the global mining industry, launched a free recycling program in 2013. The goal was to collect and recycle worn-out drilling tools containing tungsten, a mineral expected to run out within 40 to 100 years.

But despite the urgency, only one in three customers signed up.

Solution

To increase participation we flipped the decision process. Recycling was included with all sales, and those who didn’t want to contribute had to opt out. As a result, the campaign became a giant “call to inaction”.

In an hour-long guided meditation video covering all program benefits, the mining community was encouraged to sit back, relax, and experience the calmness of recycling.

Tiny metal pellets scattered across a textured surface, casting small shadows. Molten metal pouring with bright orange sparks and intense heat, creating a glowing, fiery scene.

The initiative not only drastically increased participation overnight, but also highlighted the alarming shortage of tungsten. Proving that sometimes, the best way to make a difference is doing nothing.

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