Whilst O2 is not responsible for design and manufacture of mobile phones, it nonetheless plays a key role in the type of demand created for new phones, and this advertising campaign is a clear example of O2's marketing executives taking a conscious decision to sidestep this issue. ‘O2 Recycle’ may be a good recycling strategy, but recycling alone does not address the whole problem. Primary school children in the UK are taught to "reduce, reuse, recycle" - in that order. We cannot see how it is possible to ‘reduce’ if more and more products are created by large organisations, even those who, as in O2’s case, claim to lead their field in terms of sustainability. The modern consumer looks to such organisations to take responsibility and set the right example, encouraging more and not less use of our natural resources.