E-Donor is a joint campaign by MTV and HP that raises awareness about recycling old technology. The initiative aims to educate people, particularly teenagers, about the different ways they can reduce their environmental impact and recycle their old gadgets.
The official PSA, which you can see above, shows an old laptop in a garage falling to the floor and breaking into pieces. The broken pieces shift and morph, transforming it into a tricycle that rolls out of the dark garage into the sunny streets. The PSA proceeds to tell you, "There is an afterlife for your old technology. Help it evolve by becoming an E-Donor."
I think the initiative should be commended, as MTV reaches an important demographic that should be educated.
The video was created by Goodby Silverstein & Partners.
Here's another lower profile but still cool contest to promote recycling. You still have until October 1st to join!