Latvians love their mobile phones but only a few realise that an old phone, just like other electronic equipment, is hazardous waste that should be recycled. In order to create a new habit where instead of keeping the old phone home people would recycle them and to educate mobile phone users, LMT created a campaign “All due respect to the old phone”. Campaign strategy was based on three pillars: create awareness, lead by example, provide additional motivation. In cooperation with partners and opinion leaders, the campaign resulted in a 50-fold increase in the number of mobile phones given up for recycling and a substantial donation to the Children’s Hearing Centre.