• The programme, running from July to December 2013, functions as an integrated platform for convenient recycling of home appliances and electronic waste, with the South East District as its launch pad
• Panasonic collaborated with young local artist, KC Gan, to turn e-waste into art
• Panasonic will donate 5,000 energy-efficient light bulbs to less privileged families in Marine Parade and Mountbatten

5^th July 2013, Singapore – Recognising the need to raise awareness and provide an integrated platform for recycling of home appliances and electronic waste, is the driving force behind the Heartland E-Waste¹ Recycling Programme launched today. Initiated by Panasonic Asia Pacific (Panasonic)², in partnership with South East Community Development Council (CDC), National Environment Agency (NEA), electrical and electronic retailer BEST Denki, e-waste recycler Cimelia, and public waste collector SembWaste; the pilot programme provides a hassle-free avenue for recycling of home appliances and e-waste. The South East District is the launch pad for the programme which will run from July to December 2013. The first e-waste collection will take place on 14th July, in conjunction with Marine Parade Town Day.

Mr. Paul Wong, Managing Director, Panasonic Singapore, commented, "The recycling of home appliances, which are generally bulky in nature, has been challenging for consumers. This may have led to improper waste treatment which would then have negative repercussions on the environment. By initiating the Heartland E-Waste Recycling Programme, Panasonic aims to provide an integrated channel from which the community can recycle both their home appliances and e-waste conveniently. We hope to contribute to resource conservation, and strive for a better life and a better world for Singapore residents. Panasonic needs the support of all our partners and the community to realise the success of the programme. Ultimately, recycling is a shared responsibility."

The six-month trial, supported by NEA’s Call for Ideas Fund, encourages residents to participate in Monthly Collection Drives, held every first Sunday of the month, starting 14th July³. Collection points for portable e-waste and general waste such as paper, aluminium cans and plastic bottles will be set up at 10 Resident Committee Centres in Marine Parade and Mountbatten. In addition, HDB residents can engage Marine Parade Town Council Bulky Items Removal Service⁴, and all residents can use the BEST Denki Disposal Service⁵ for recycling of unwanted bulky home appliances. All e-waste will be collected and sent to Cimelia to be segregated and recycled in order to retrieve essential raw materials such as plastics and precious metals, for the production of new products. General recyclables will be sent to SembWaste for recycling.

As part of the outreach activities for the Heartland E-Waste Recycling Programme, Panasonic provided promotional collateral to be disseminated at the community level and will be organising talks in schools, as well as enlisting the help of students for home visits. Students from participating schools will be able to recycle their portable e-waste by dropping them into the collection bins placed within the schools’ premises. As part of experiential learning, Panasonic will also bring students to visit the Panasonic factory and Cimelia recycling plant, to better understand the concept of recycling. Concurrently, promotional activities will be conducted at BEST Denki retail outlets.

"I genuinely believe art has the ability to connect emotionally with people. Turning e-waste into art, "In Bloom explores the concept of discarded home appliances taking on a new life. It was designed as an iconic reminder for the community to engage in responsible recycling. I hope, through my work, I am able to change perceptions and influence behaviours, KC Gan said of the art sculpture.

Extending its CSR efforts, Panasonic has pledged to donate up to 5,000 energy-efficient light bulbs to the less privileged families in Marine Parade and Mountbatten. The number of energy-efficient light bulbs will be based on the amount of recyclables collected. Such is symbolic of how Panasonic, as a global manufacturer, contributes to society through its technological innovation, and seeks to encourage the society to do their part in conserving scarce resources. In addition, part of the proceeds from the BEST Denki Disposal Service will go to another 1,000 energy-efficient light bulbs, and monetary incentives under SembWaste's "Cash for Trash programme will contribute to the purchase of energy-efficient light bulbs.

Dr. Maliki Osman, Mayor of South East District, said, "The Heartland E-Waste Recycling Programme is an example of a good collaborative effort made by different entities in the community; corporations, agencies, grassroots organisations and schools towards a common cause. It's also heartening to see corporate citizens like Panasonic, not only providing sponsorship, but also showing leadership in involving its own corporate partners in the effort and creating experiential learning journeys to their sites and facilities. Through this programme, South East CDC hopes to enhance residents' and students' community ownership and garner participation in the e-waste recycling programme, so together, we can better the environment we live in.

Through the Heartland E-Waste Recycling Programme, Panasonic and its partners not only aim to create a convenient and efficient channel for proper e-waste disposal, but also heighten awareness of e-waste recycling. The results will be evaluated at the end of the programme with the hope of nationwide expansion.

¹ E-waste refers to discarded electrical or electronic devices. Under this programme, any device with an electrical cord is accepted.
² Details on roles and responsibilities of partners can be found in ANNEX A.
³ First collection which will be conducted on the second Sunday of July (14th) is an exception. Details on Monthly Collection Drives can be found in ANNEX B.
⁴ Marine Parade Town Council Removal Service provides free removal service of up to 3 bulky items per household per month. Bulky home appliances will be sent to Cimelia for recycling.
⁵ The country-wide BEST Denki Disposal Service enables those who are looking to purchase new refrigerators, washing machines, dryers and TVs to dispose their e-waste at a fee. BEST Denki will send the e-waste to Cimelia for recycling.

Panasonic Corporation is a worldwide leader in the development and engineering of electronic technologies and solutions for customers in residential, non-residential, mobility and personal applications. Since its founding in 1918, the company has expanded globally and now operates over 500 consolidated companies worldwide, recording consolidated net sales of 7.30 trillion yen for the year ended March 31, 2013. Committed to pursuing new value through innovation across divisional lines, the company strives to create a better life and a better world for its customers. For more information about Panasonic, please visit the company's website at

Panasonic Asia Pacific provides the whole range of the brand’s products and solutions across the Asia Pacific, Middle East and Africa (APMEA) region. The company focuses on promoting its Business-to-Business portfolio, such as in the field of energy solutions, whilst maintaining solid Business-to-Consumer growth, in line with the group’s global direction.

The region has 57 manufacturing sites, which hold as a key hub for Panasonic’s global production activities supporting the consumer, solutions and components and devices business. Based in Singapore, Panasonic Asia Pacific headquarters encourages locally-initiated energy solutions partnerships and businesses. In this fiscal year, the headquarters will also strengthen the company’s foothold in emerging markets. Panasonic Asia Pacific will continue to promote green innovation and reduce its regional carbon dioxide emissions footprint in support of Panasonic’s global eco initiatives.

For more information on Panasonic’s eco initiatives, visit

Dates: 14^th July, 4^th August, 1^st September, 6^th October, 3^rd November, 1^st December
(Every first Sunday of the month, except July)