b'6.0 PROMOTION & EDUCATION6.4 PUBLIC RELATIONS MEDIA PARTNERSHIPSOverall Media StrategyFor 2019, the media strategy was based on a three-pillar approach:Leverage legacy media relationships to further increase awareness of the Recycle My Electronics call to action.Maximize a multi-media approach across prioritymarkets to build awareness in places the audience engages in most.Employ a digital strategy to reach a targeted audienceby leveraging data to increase effectiveness.Television & RadioFor 2019, additional media partners were added to the TV and radio buy to increase the reach and frequency of theIntegrationsRecycle My Electronics message.In 2019, OES worked with news outlets to deliver This resulted in increased PR opportunities fortargeted media to an engaged audience. Both the Recycle My Electronics, raising brand awareness andspring and fall campaigns featured articles about understanding of the importance of responsible electronicelectronics recycling that ran in the digital editions recycling. Overall there were 13 PR appearances in 2019of the publication or news outlet. Both campaignsdouble that of 2018. In 2019, Executive, Lynda Kitamuradelivered strong metrics. Articles were promoted on the promoted recycling awareness on the Global TV Morningoutlets home page and amplified online and through News and CP24 as well as prominent radio stations insocial media.Ontario speaking about the importance of safely and securely recycling electronics.28'