In its ongoing commitment to sustainability, Samsung invested in a sustainable electronics recycling program, partnering with Global Electric Electronic Processing (GEEP). In an effort to gain maximum exposure and avoid getting lost in the clutter around Earth Day, APEX took a phased approach to PR by launching several green initiatives during the month of April, starting the week before Earth Day. Phase one introduced the Recycling Direct program and Samsung’s corporate green website (www.samsung.com/green) to consumers across Canada. Phase two marked the opening of Samsung’s Recycling Direct facilities and honoured Earth Day by inviting employees to drop off old electronics at the company’s Mississauga headquarters. In addition to media relations and the employee recycling drive, Samsung hosted a community electronics recycling event at the 2009 Green Living Show in Toronto. During all three phases, APEX leveraged its relationships with media across the country to educate consumers on the benefits of electronics recycling and where they could recycle their obsolete gadgets.