Time After Time

Client: Virgin Media O2

Hubbub partnered with Virgin Media O2 to make Gen Z more willing and able to act on electronic waste. We aimed to create a campaign connecting Gen Z with the e-waste problem that feels distant but has powerful environmental impact close to home. 

Did you know the UK is the second largest producer of e-waste per person in the world? Electronics contain valuable, increasingly rare or sometimes harmful materials like gold, cobalt or heavy metals that often get binned instead of recycled. What’s even more urgent, other elements hidden in electronics, like copper, lithium and nickel, are vital resources needed to shift the UK energy grid away from fossil fuels. Yet, e-waste remains off the radar. 

Enter #TimeAfterTime: a campaign to build hype around tech circularity by Gen Z and for Gen Z. We empowered young people by working with 27 campaign partners to organise student hackathons, spread repair and recycling on university campuses with events and pop-ups, alongside trialling fun, conversational and engaging messaging on TikTok. 

Through #TimeAfterTime’s comms and events, we achieved our objective to raise awareness of e-waste. We reached our audience over 1.5 million times on TikTok and spread e-waste solutions at 11 UK universities in an appealing and social way. As a result, 76% of our audience are more aware of how to reduce e-waste and 81% are more determined to do so. Time After Time helped our Gen Z audience know how and why they should act, both key to building lasting behaviour change.