Material Focus instals three-metre-high giant pink cat hologram at London Waterloo Station as part of the Recycle Your Electricals campaign ahead of International E-Waste Day on 14 October.
The hologram will show HypnoCat, Recycle Your Electricals’ pink, fluffy mascot, playfully leaping out at commuters in the station.
The HypnoCat hologram uses technology provided by HyperGram, which doesn’t require anyone passing by to need a screen or glasses. Commuters at Waterloo will find HypnoCat in 3D underneath the big train time information board.
The HypnoCat hologram has been launched in the run-up to International E-Waste Day on 14 October to encourage people across the UK to participate in The Great Cable Challenge.
The nationwide campaign urges households, local authorities, retailers, schools and community projects to collectively recycle one million cables.
Cables contain at least 20% copper and this precious material is lost forever when cables and other electricals are thrown away, Material Focus said.
According to Material Focus research, if one million people recycled at least one cable this could save 5,000 kg of copper from landfill.
Scott Butler, Executive Director of Material Focus said: “Using incredible hologram technology in this unique visual way, we hope he will ‘pawsuade’ many more people to take action and join us in our recycling efforts in the run-up to International E-Waste Day.
“Almost all of us have those old, forgotten cables stashed away at home – I have a box under my bed of cables I’ve been holding onto ‘just in case’ but haven’t actually used in months or are broken. But by recycling them or donating those that still work, we can repurpose or reclaim that valuable copper currently going to waste.
“The Great Cable Challenge is a simple way for everyone to make a big, collective difference – by recycling at least one cable. Most people will be surprised at just how easy it is to do.”
To participate in The Great Cable Challenge you need to bag up any old, unwanted electrical cables and use the “Recycle Your Electricals” postcode locator to find your local donation or recycling point.
Material Focus has created a campaign toolkit to enable local authorities, retailers, schools and community projects across the UK to participate in the challenge.
