The Rechargeable Battery Recycling Corporation (RBRC) and Hockey Legend of a New Public Service Campaign

    RBRC's Year-end Collection Numbers Demonstrate that Commitment to the
    Environment is Greater Than Ever in 2006

    TORONTO, March 29 /CNW/ -- As part of an ongoing effort to encourage
consumers to recycle their used rechargeable batteries and old cell phones,
the Rechargeable Battery Recycling Corporation Canada (RBRC) today announced
the launch of a national public service announcement (PSA) campaign titled
"Landfill or Recycle: It's Your Choice" starring hockey legend Guy Lafleur. 
The PSA is being introduced during an environmental awareness event held in
    "Our new PSA encourages individuals to make a conscious choice to
recycle," said Susan Antler, RBRC Canadian Program Coordinator.  "If we all
make responsible and informed choices about recycling each year, we will be
able to help keep rechargeable batteries and cell phones out of the landfills
and preserve our natural resources."
    The PSA segment encourages each of us to choose to recycle and to live a
more "green" lifestyle.  With this new PSA campaign, RBRC Canada hopes to
educate everyone on the importance of rechargeable battery and cell phone
recycling and increase the collection numbers nationwide.  Based on previous
successful PSA, advertising and marketing campaigns, RBRC Canada has
experienced tremendous growth in collection numbers over the last year.
    The organization's successful year can be attributed in part to the
increase in participation among national retailers, businesses, communities
and licensee recycling programs.  In 2006, business participation increased 58
percent and public agency participation increased 50 percent.  Additionally,
community participation increased 28 percent.  With hundreds of additional
collection sites across the country, RBRC Canada successfully collected
214,265 kilograms of batteries which was an overall increase of 22% compared
to 2005 collection numbers.
    "With our targeted community outreach and our extensive PSA campaign, we
hope to reach additional consumers, businesses and communities/public agencies
and encourage them to be proactive about rechargeable battery recycling," said
Antler.  "It is with the help of these organizations, companies and consumers
that we are able to increase our collection numbers year after year and help
protect the environment for years to come."
    Since 1995, RBRC has collected over 36 million pounds of rechargeable
batteries in the U.S. and Canada.  Consumers can find the nearest
participating drop-off location by going online at
or or calling toll free 1-877-2-RECYCLE.

    About RBRC
    The Rechargeable Battery Recycling Corporation (RBRC) is a nonprofit,
public service organization dedicated to rechargeable battery and cell phone
recycling.  There are over 50,000 retail, business, and community collection
locations that participate in RBRC's rechargeable battery recycling program.
RBRC is funded by more than 300 manufacturers and marketers of portable
rechargeable batteries and products.  RBRC's public education campaign and
recycling program is the result of the rechargeable power industry's
commitment to conserve natural resources and prevent cell phones and
rechargeable batteries from entering the solid waste stream.  Cell phones
collected through the Call2Recycle(TM) program will be recycled or refurbished
and resold when possible with a portion of the proceeds benefiting select
charities.  Contributions or gifts to RBRC are not tax deductible. For more
information, call 1-877-2-RECYCLE or visit

For further information:

For further information: Julie Grandstaff of Stanton Crenshaw, 
+1-646-502-3573,; or Susan Antler of RBRC 
Canada, +1-416-535-9210, Web Site:         

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