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13COMMUNICATIONSOUTREACHIn2012OEScontinuedthefocusonadual-brandstrategythathighlightsOESastheoperatingentityforOntariose-wastediversionprogramRecycleYourElectronics.ca.In2012RecycleYourElectronicsbecameanofficialmarkofOntarioElectronicStewardship.OvertheyearOESexecutedmulti-facetedcommunicationsoutreachstrategieswithfourgoalsinmindenhancingbrandcommunicationsandpositioningraisingprogramawarenessdeepeningstakeholderrelationsandinfluencingshiftsthatdrivepositiveaudienceaction.100000TONNESANDCOUNTINgInthespringOESmarkedanimportantmilestoneinannouncingthatmorethan100000tonnesofelectronicwastehadbeencollectedrecycledandsuccessfullydivertedfromlandfillsincetheprogramsinception.TorecognizetheeffortsofOntariansinreachingthissignificantmilestoneandspurevenmoree-wastediversionfromlandfillamulti-facetedsocialmediacampaignleveragingahighprofilesocialmediaexpertinthetechfieldwaslaunchedtargetingconsumersandkeystakeholderstopromotethecauseofdivertinge-wastefromlandfill.ThisintegratedcampaignwhichfocusedonGTAandEasternOntarioprovedtobeverysuccessfulreachingclosetosixmillionOntariansthroughtelevisionradioonlineprinteventsandsocialmediaplatforms.OESleveragedmediaattentionandamobiletourtoencourageOntarianstosignanext100000tonnespledgesecuringover5000pledgesbytheendoftheyear.AwARD-wINNINgCOMMUNICATIONSTwoofourRecycleYourElectronics.caradiospotsOldTVandOldBoomBoxwonCrystalawardsinthreecategoriesthisyear.TheCrystalscelebratethebestinradiocreativeinCanada.Thespotsweredevelopedwiththegoalofpromotingacalltoactiontovisitthewebsitetofindasaferesponsibleandfreedrop-offlocationandhelpeddrivea100increaseintraffictothewebsitewith50ofthattrafficfromtheradiospottoourmobilesite.WewereawardedasateamforExcellenceinCorporateResponsibilityfromGreenLivingEnterprisesinrecognitionofthestrategicuseoffundstopromoteandeducateallOntariansonthesaferesponsiblehandlingofend-of-lifeelectronics.STAkEhOLDERCOMMUNICATIONSIn2012OESundertookaseriesofcomprehensiveconsultationsthatincludedworkgroupssurveysorientationsandinformationsessionswithstakeholders.Topicscoveredfordialogueprocessorincentiveandreformsrevisedstewardfeesstateoffloor-standingprintercategoryandanewfundingmodelcostrecoveryfortheprogram.ManysummariesreportingoutcomescommentsandfindingsarepostedontheOESwebsite.RECOgNIzINgTOPMUNICIPALPARTNERSMunicipalitiesarekeypartnerswithOEStoeducatecommunitiesonwhereandhowtheymaysafelyandresponsiblydisposeofout-of-useelectronics.OEScelebratedits100000tonnescollectedmilestonein2012byrecognizingthetopmunicipalitiestotaltonnesandtotalkghouseholdintheireffortsinthismilestoneperiod.TOP5MUNICIPALITIESVOLUMEAPRIL2009DECEMBER2011RegionTotalTonnes1.Toronto.................................................4232.662.Simcoe.................................................1639.243.Halton..................................................1584.854.Niagara................................................1342.985.Durham................................................1268.20TOP5MUNICIPALITIESkgPERhOUSEhOLDAPRIL2009DECEMBER2011RegionKgPerHousehold1.CityofPeterborough.................................32.822.TownshipofAlgonquinHighlands.............32.553.NorthRenfrewLandfillOperationsBoard..32.264.MunicipalityofDysart...............................29.825.TownshipofSeguin...................................28.44