Turning Tunes to Action: How Hashtag Interactive and ALBA E-Waste Singapore used Music to Drive E-Waste Awareness
4 November, 2024 - What’s stopping Singaporeans from responsibly recycling their old gadgets? For many, it’s the fear that their data might fall into the wrong hands. This concern has led to a growing problem: Too many unused electronics piling up, while e-waste recycling rates remain low.
To address this, ALBA E-Waste Singapore, in partnership with Hashtag Interactive, launched an exciting game-changing campaign for International E-Waste Day 2024. The focus? Make e-waste recycling fun, safe, and easy by emphasising one simple message: Protect your data before you recycle.
At the centre of this effort is the #ALBAEWasteSongChallenge — a creative, jingle-based social media contest designed to shift public behaviour and turn e-recycling into a fun, secure, eco-friendly practice.
The objective and challenge
ALBA E-Waste Singapore had one clear goal for this campaign: To increase awareness of and encourage e-waste recycling, particularly among younger people and eco-conscious individuals by addressing a major concern — the fear of personal data being compromised when recycling old electronics.
Despite efforts by the Singapore government and ALBA E-Waste, many people still don’t know the proper steps for safe e-waste recycling or where to drop off their obsolete gadgets. The campaign sought to change this mindset by educating the public on recycling and data protection.
Strategy: Making data protection a priority
Hashtag Interactive addressed these concerns by creating the #ALBAEWasteSongChallenge — a social media contest that combined fun and education.
The campaign’s key message, “Your old tech deserves a second life — protect your data before you recycle,” was at the heart of the initiative. Participants were encouraged to remix an original jingle that communicated the importance of securing personal data before recycling, transforming the process into something easy and entertaining.
By turning e-waste recycling into a creative challenge, Hashtag Interactive made it easier for younger audiences to understand the importance of data protection while connecting with the larger goal of environmental responsibility.
The jingle: A catchy anthem for secure e-waste recycling
The agency composed a catchy, upbeat jingle that served as the campaign's backbone. The lyrics emphasised two key points: protecting your data and giving your old electronics a second life through recycling.
This jingle quickly became a centrepiece of the campaign, which urged participants to remix it by adding their own lyrics, dances, or creative touches while highlighting both the environmental and security aspects of e-waste recycling.
Contest details: #ALBAEWasteSongChallenge
Participants were asked to remix the jingle with their twist — new lyrics or dance routines were encouraged, with the focus always remaining on data security and recycling.
Contest guidelines were simple:
Video entries had to be stitched or remixed from the official ALBA E-Waste post and include their lyrics. Bonus points were awarded to entries that included data security in their lyrics
Entries had to use the hashtags #ALBAEWaste and #ALBAEWasteSongChallenge.
Entries had to post their remixed videos on their social media pages
To incentivise participation, ALBA offered shopping vouchers as prizes and invited winners to its International E-Waste Day celebration on 13 October at JEM. This contest-driven approach made it easy and fun for participants to understand the importance of safely recycling e-waste.
Expanding the reach: Multi-channel engagement and awareness
While the jingle contest was the heart of the campaign, Hashtag Interactive supported it with additional initiatives to ensure the campaign’s message about data protection and safe e-recycling reached as many people as possible, creating a shift in people’s mindsets:
Farewell, Old Friend: A photo contest where participants were encouraged to stories of their cherished old devices before safely recycling them.
E-Waste Bingo: Educational, interactive mini-campaigns that engaged audiences and provided important facts about e-waste recycling and data security.
Results: Boosting data-safe e-waste recycling
The #ALBAEWasteSongChallenge generated significant public engagement, with over 30 user-generated videos shared on Facebook and Instagram. The campaign led to a sharp increase in awareness about data protection and ALBA’s e-waste recycling services.
Beyond the numbers, the campaign also helped change the way people think about recycling their electronics. By putting data protection front and centre, the #ALBAEWasteSongChallenge encouraged people to take action and recycle safely, after securing their personal information.
Hashtag Interactive’s creative impact
“We’re delighted with the success of the #ALBAEWasteSongChallenge,” says Mark Teo, Account Director at Hashtag Interactive.
“By mixing music, fun, and education, we’ve been able to reach a younger audience and reassure them that they can protect their data and recycle their e-waste safely. Creativity can truly drive change when it comes to tackling environmental and personal concerns.”
A new era for e-waste recycling
Hashtag Interactive’s collaboration with ALBA E-Waste Singapore has shown that recycling campaigns don’t have to be conventional. By centering the #ALBAEWasteSongChallenge around both fun and data security, the agency made e-waste recycling engaging, memorable, and, most importantly, safe. The campaign sets a new standard for how environmental causes can be communicated in today’s digital-first world.
About Hashtag Interactive
Hashtag Interactive is an award-winning marketing collaborator based in Singapore and Manila. Their team combines creative oomph with technical expertise to solve real-world marketing challenges — from strategy and consultations to interactive executions.
They have worked with Danone, Electrolux, FWD Insurance, Maybank, Mandai Wildlife Group, Science Centre Singapore, Civil Aviation Authority of Singapore and the Prime Minister’s Office to name a few.
About ALBA E-Waste Singapore
ALBA E-Waste Singapore is a leading waste management company specialising in the collection, recycling, and proper disposal of electronic waste (e-waste). As part of the ALBA Group, a global leader in environmental services, the Singapore branch is committed to sustainable practices and environmental protection.
They offer comprehensive solutions for both individuals and businesses, ensuring that e-waste is handled in an eco-friendly manner to reduce the harmful impact on the environment. Their services include e-waste drop-off points, corporate collection programs, and public education initiatives to promote responsible e-waste management.