Telstra Turns E-Waste Into Working Synthesizer to Drive Recycling
Telstra partners with The Avalanches to build a functioning synthesizer from e-waste, addressing Australia's triple-global-average e-waste production. Campaign targets 65M idle devices in homes.
Telstra has partnered with ARIA Award-winning electronic duo The Avalanches and creative agencies +61 and Bear Meets Eagle On Fire to build a fully functioning synthesizer from reclaimed electronic waste, displaying the instrument at its Melbourne Discovery Store through March and April 2026.
A Physical Instrument Built from Discarded Technology
The synthesizer was constructed by builder Scott Stirling using components drawn from old mobile phones, gaming consoles, modems, soundboards, and electronic cables. More than 80% of its components came from repurposed e-waste.
The instrument is on display at Telstra's flagship store at the corner of Bourke and Swanston Street in Melbourne. Campaign films were produced by Revolver, with direction by Matt Devine for the launch film and Stirling for a behind-the-scenes documentary.
"We wanted to show that e-waste can be repurposed into something that people can relate to universally," said Robbie Chater of The Avalanches. "Through music, we have tried to demonstrate the amazing link between sustainability and creativity."
Blake Crosbie, Managing Director of +61, said the campaign aimed to shift behavior through imagination. "Rather than just tell consumers to recycle e-waste, we wanted to encourage them to imagine the possibilities a simple action like bringing an old device in can actually make."
Australia's E-Waste Problem Provides the Urgency
Australia currently produces e-waste at triple the global average, generating 22kg per person annually. That figure is projected to reach 657 000 tonnes per year by 2030, equivalent to the weight of 19 000 Melbourne trams.
Approximately 65 million devices currently sit idle in Australian homes, with the average person holding three unused devices. Alita McMenamin, Telstra's Head of Brand, Network and Sponsorship, cited this directly as the behavioral insight behind the campaign. "A lot of households in Australia have a forgotten drawer of old devices that can actually live again in some way," she said.
The campaign is anchored to Telstra's verified FY25 circular economy results: the company reused or recycled over 769 000 mobile phones, modems, and other devices, diverted 94% of its network waste to recycling against a stated goal of 90%, and refurbished over 54 000 modems, saving more than 2 200 tonnes of CO2 equivalent emissions.
Asian Telecoms Face Similar Pressures Without Equivalent Campaigns
The global consumer electronics recycling rate stands at just 22%, despite 90% of APAC consumers stating willingness to pay more for sustainable products, according to Bain. This gap between stated intent and actual behavior is precisely the barrier Telstra's campaign targets.
Regulatory pressure is also building across the region. Singapore introduced Extended Producer Responsibility rules for electrical and electronic equipment in 2021, requiring producers to manage collection and disposal. SK Telecom in South Korea has framed resource circulation as a driver of competitive advantage. China Telecom has included circular economy activity in its 2024 ESG reporting.
None of these markets have produced a consumer-facing creative campaign of comparable scale to Telstra's synthesizer activation, according to available search data.
Telstra's 2030 Target and eCycle Program
Telstra's 2030 circular economy commitment is to reuse, recycle, repair, or donate one smart device for every two devices sold. This one-in-two ratio functions as a publicly stated, measurable business target rather than a general sustainability pledge.
The company's eCycle program accepts devices via drop-off at any Telstra store or by Australia Post mail, with postage covered for packages up to 15kg. The mail-in option is open to all Australians regardless of carrier. Trade-in for bill credit is also available.
The synthesizer will find a permanent home after its Melbourne display period ends in April 2026.
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