It seems like we are all seeking stories with positivity and a silver lining these days and with April being earth month, we figured this is the perfect tie to highlight a recent campaign from Back Market who literally found a silver lining in e-waste. Earlier this year, the refurbished electronics marketplace, partnered with NoWa, to launch G.OLD, a sustainable jewelry collection crafted with metals mined from discarded phones. The G.OLD line was created by Dutch designer Eva Schreuder for NoWa, a jewelry company that uses gold and silver extracted from old cell phones to create unique pieces that promote a "conscious connection."

The goal of the campaign was to prompt conversations among influencers and customers about e-waste. Launched just in time for Valentine's Day, Back Market asked consumers to show the planet a little love too.

Wired Island worked with Back Market to highlight this story via a multimedia news release using the reportable platform. Reportable enabled us to present this news in a more visual way by making the video and image assets easily shareable with journalists and other influencers.

This resulted in high-quality stories in Forbes, Android Authority, and Grist. The reportable news release helped increase the efficiency of the campaign, by giving journalists all the information they needed (in a visually compelling way) to write a story. The campaign also allowed us to make new important connections with journalists who had not previously worked with the Back Market team. As we hoped, the interviews lead to deeper discussions around Back Market's mission to foster a more circular economy, in addition to getting attention for the G.OLD jewelry line. The success of the launch encouraged the companies to partner again - so look out for more to come.