To foster awareness and support around its expanding organizational mission to increase awareness and rates on battery recycling, the national non-profit Call2Recycle sought to position its CEO, Leo Raudys, as an environmental thought leader.

As Call2Recycle’s mission expanded to include new industries, Proof’s earned media strategy leveraged Raudys' unique background in the tech industry to target trade placements and invested in long-term media relationship building centered around Call2Recycle’s targeted audiences. Elevating Raudys’ stature as an environmental expert across industries, Proof’s ongoing relationship led to multiple placements in top-priority outlets and included coverage beyond Call2Recycle’s traditional focus, such as electric vehicles (EVs).

The campaign resulted in media coverage and thought leadership across national and trade outlets that reached Call2Recycle’s targeted audiences:

• TV interview with youth-centric news channel NBC LX, on the importance of battery recycling

• Q&A featured as one of Waste360’s top stories on explosive battery recycling industry growth

• Op-ed in Waste Advantage Magazine on battery recycling industry trends

• Op-ed in Resource Recycling on investment and national alignment needed to ensure sustainable battery recycling

• Interview with electric mobility digital news outlet Electrek on the future of EV battery recycling