As a leader, the main challenge was to raise awareness about consumers’ impact on natural resource preservation and to propose solutions to change customers’ behaviors.

The business challenge: how to encourage people to recycle, to buy refurbished phones, to repair their devices or to return their old phones in Orange’s stores or online. We came up with a huge program that engages and brings together all the best initiatives for the environment and society.

A program that highlights the brand values: proximity, simplicity, positivity, audacity. This program was a relevant answer to customers' needs and fears about the climate emergency, at a time where there was no packaged offer on the market and no legal restrictions in Europe. Orange wanted to be the first operator launching such a program, to do business in a responsible way.

Re is at the forefront of the reconciliation between business and environment.