Vivo launches sustainability campaign for electronic waste recycling

To celebrate the 20th anniversary of its Vivo Recicle program, the telecommunications company Vivo has launched a new sustainability campaign titled “O trabalho é de formiguinha, mas o resultado é gigante” (The work is like an ant's, but the result is giant).

Created by Africa Creative, the campaign uses animation and nostalgic references to the 2000s to encourage the correct disposal of electronic waste. The initiative aims to address a gap in consumer behavior; according to data from Green Eletron cited by Vivo, 25% of Brazilians believe they are not responsible for the final destination of electronic waste.

The campaign features animated ants transporting old electronics, such as MP3 players, to Vivo stores which serve as collection points. The effort includes social media engagement and educational content to simplify the complex topic of recycling for the general public.