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MilliporeSigma BioPharma Recycling Campaign

Changing What the World Considers Waste


The Challenge

Imagine if, instead of taking a thousand years for plastic to decompose, it could be repurposed into everyday items such as speed bumps or plastic lumber? The Biopharma Single-Use Product Recycling Program, MilliporeSigma’s partnership with Triumvirate Environmental, provides a way for customers to repurpose disposable plastics from the biopharma industry in safer, more ecologically friendly ways than the traditional burn or bury methods of incinerator or landfill companies. 2e was engaged to help tell a story within a specific region to beta test the program.


The Strategy

2e needed to increase awareness among existing and potential customers, helping them see not only what their participation in the program could do for them as a company, but also the value it provides to the planet. Through conversations with MilliporeSigma’s internal scientists and engineers, we came to understand that landfill and incinerator (waste-to-energy) options are a major competitor, well-entrenched in the minds of most customers. To boldly interrupt such an established industry process, we used MilliporeSigma’s novel waste management approach to position them as both an industry leader and forward-thinking, earth-conscious organization that landfills and incinerators couldn’t compete with.

 

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