Éric Salvail “recovered”: Follow its progress through the recycling process as a way of understanding the role of ÉEQ and contributing companies

Montréal (Québec), March 31, 2015 – Today, Éco Entreprises Québec (ÉEQ) is launching an advertising campaign to inform communities throughout Québec of the importance and success of the curbside recycling system. Éric Salvail, well-known television personality and new spokesperson for ÉEQ, stars in the campaign, which will appear on television and online. Celebrating its 10th Anniversary in 2015, ÉEQ represents approximately 3,000 companies responsible for financing Québec’s curbside recycling system.

In this humourous campaign, Éric Salvail plays the role of a milk carton that passes through each step of the recovery process, up until his “second life” as a new product, made from recycled material. Picked from a shelf in a grocery store, he finds himself in a typical consumer kitchen, then into the recycling bin, and finally… he completes his journey as a milk carton, to be ultimately recycled into… a bottle of fabric softener!

The mandate given to advertising agency, Les Évadés and production house, Les Enfants was to demonstrate, in an original way, the role of ÉEQ and Québec companies in the processing of recycled material as well as each of the steps in the curbside recycling process of: containers, packaging and printed material. “After 10 years, we are at a turning point in our evolution and we would like the community to know about the contribution made by businesses toward the success of Québec’s curbside recycling system,” says Virginie Bussières, ÉEQ Director of Communications and Public Affairs. “I believe that with this campaign, which is both funny and informative, we can say:  mission accomplished!”

The campaign’s premier was actually March 30, as part of the En mode Salvail show, on V television network. It will appear on other targeted media networks as of today and will continue through May. This multi platform campaign will also roll out online and in social media. The three-year campaign will feature different aspects of the recovery process.

Through this campaign, we will learn that our taxes are not used to pay for curbside collection, rather it’s through the efforts of some 3,000 businesses, that containers, packaging and printed material wind their collective way through the process. Éco Entreprises Québec recovers the recyclable material from these companies and works with the municipalities and collection operators in order to optimize the recyclable materials value chain, i.e., all the steps in the curbside collection process.

About Éco Entreprises Québec
Éco Entreprises Québec (ÉEQ) is the organization that develops the Schedule of ContributionsÉEQ’s Schedule of Contributions enables companies to determine whether they are subject to the Act, understand the breadth of their obligations and determine the amount of their contribution. Developed using a formula based on studies and verifiable data, the Schedule is established according to type of material and quantities generated during a given year and in consideration of environmental criteria. Framed by thoroughly developed rules, each Schedule is presented to companies for consultation before being sent to the government for approval as required by the Act.
Schedule of Contributions
and collects company contributions, which are then redistributed to finance municipal and curbside collection services in Quebec. ÉEQ also encourages innovation and best practices in order to optimize the recyclable materials value chain. To do so, ÉEQ cooperates with companies to reduce quantities of materials at the source and encourage the use of recyclable materials, as well as with municipalities and other stakeholders to increase recycling and the economic value of recovered materials. An initiative created by Québec businesses that market goods in containers and packaging and that use other printed material, ÉEQ is a private, non-profile organization accredited by RECYC-QUÉBEC in 2005 under the Environment Quality Act.

Virginie Bussières
Director of Communications and Public Affairs
Éco Entreprises Québec

Information and interviews:
Sarah Cope Corbeil / Marie-Emmanuelle Khoury
Torchia Communications
514-288-8290, extensions 222 / 214
sarah@torchiacom.com / mekhoury@torchiacom.com

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