SANDVIK ROCK TOOLS

Challenge: 
Tungsten, a rare earth metal, is expected to run out in 40 to 100 years. Sandvik launched a free recycling program for mining equipment containing Tungsten in 2013.
But only one in three customers joined the program. 

Solution: 
To increase participation we flipped the decision process. Recycling was included with all sales, and those who didn’t want to contribute had to opt out. By launching an hour-long guided meditation video the mining community was encouraged to sit back, relax and experience the calmness of recycling. 

Results: 
The initiative not only drastically increased participation overnight, but also highlighted the alarming shortage of Tungsten. Proving that sometimes the best way to make a difference is by doing nothing at all.