TOUCHDOWN: GERRETSEN ELECTRONICS ANNOUNCEMENT CUTTING EDGE

Sometimes it’s the smallest touches that really have a big impact in communications. So it was this week at the Ontario Electronic Stewardship announcement of a new industry-led program to recycle electronic components like tub TVs, computer monitors, computer parts and printers. The stage on which Environment Minister John Gerretsen spoke was custom-designed with shelves of old electronic equipment as a backdrop, but the coolest thing was the podium. How many times have you seen the standard speaker’s podium with some organization’s logo papered onto it? Ho hum. This podium was custom-made to resemble an old 1950s TV set, with the OES logo embedded in it. That was a great visual. And as usual, Minister Gerretsen hit the communications on this program out of the park, both at the event and in several separate media interviews such as on CBC’s Metro Morning. “What it’s really all about is to make sure all electronic equipment is being dealt with in a proper and efficient manner,” he said. “It’s all a part of making the producers of the materials responsible ultimately for the reuse or recycling or reprocessing of the material at their end of life cycle. For every piece of electronic equipment we can keep out of our landfill sites, we're better for it.” Exactly. Add great B-roll for the TV networks and the announcement was another big TD.