JWT India created the Your Old Phone Lives On viral campaign to raise awareness of Nokia’s e-waste recycling initative. Three short videos illustrate that old phones can live on in different appliances, and direct viewers to the Nokia website where they can find out more about Nokia’s recycling process. The campaign was supported by widespread retail collection bins at Nokia outlets, a school outreach program, and a door-to-door collection outreach in partnership with Oxfam. The campaign helped Nokia collect 60 tonnes of e-waste in 2012, up 82% on the previous year. Nokia was named Green Advertiser of the Year by the Indian Chapter of the International Advertising Association in 2012.