Innovation

SPLAT, being an active supporter of sustainable development, comes up with a lot of initiatives for the Russian market. One of the most interesting initiatives was created in 2019, named "Brush, give up!". This initiative was created by a team of SPLAT’s employees from different departments led by the Head of Environment & Resources, Svetlana Kopytina. It was her job to find a way to recycle used toothbrushes, the waste for which there were no solutions for industrial-scale recycling available. "Initially, the company met a man who actively wanted to recycle brushes into ballpoint pens, but for us, it was not enough. We wanted our project to be more sustainable by collecting and recycling toothbrushes into something more useful," said Svetlana. So, the solution was to recycle toothbrushes using a specific technology into sand-polymer paving tiles. Plastic waste mixed with sand and extruded under high temperatures creates a fairly durable material that as a result is even stronger than concrete tile.

The initiative was held in conjunction with the “Perekrestok” retail chain. SPLAT installed containers in shops where anyone could bring their used toothbrushes. As a result, toothbrushes were subsequently recycled and tiled in the central square of the small Russian city of Okulovka.

The project is closely related to the mission of the company - “Create a world of care and health.” First of all, changing your toothbrush regularly is an excuse to think about yourself and take care of your oral care hygiene and health. Then, it is also important that this initiative is fighting the carbon footprint of the company and at the same time helping people to improve their city and thus their lives.

Inspiration

Let’s begin with the significant SPLAT's thought: “Junk is a useful resource for crafting cool new items.”

SPLAT has always been aware of the importance of recycling. The company has also been willing to participate in building recycling knowledge among the younger generation, as well as instilling environmental habits that are so important to have in today's society. The task of the company is to motivate people to have a different attitude towards garbage - to hand it over for recycling. As for the main company’s eco idea, they want to become a zero-waste company.

SPLAT has always believed that waste is a resource for creating new useful things. The company originally thought of moving into bamboo brushes but changed their minds: “We do not think that wooden bamboo toothbrushes are effective, so we stayed with plastic brushes, but continued to look for other solutions so we could cut our footprint. That’s how the idea for this project was born.”

They have been looking for various solutions for six months. After research, they realized that they were ready to implement their idea: “We found a way out in creating paving tiles for the central square in Okulovka, Novgorod region.” Consequently, the main idea of the eco-initiative is to show the way of processing and the final product that will be produced from the collected recyclables: “The very message 'This is necessary' does not inspire anyone, it is necessary to show the usefulness. Instead of saying 'Come on,' we say: "We will make this out of your garbage." Moreover, with this project, SPLAT promoted proper oral hygiene: “Change your toothbrush in time, and give the old one back to us!.” With this project, the company wanted to develop consumer awareness of recycling: downcycling as a way out of the garbage pit.

Overall impact

SPLAT’S project has impacted the environment, society and business in general.

One of the biggest producers of toothpaste and toothbrushes in Russia was always conscious about sustainability but on their own terms. As Svetlana Kopytina stated: “The most important thing for us is to create comprehensive and effective solutions that help people to be healthy and prosperous.” This idea can be clearly seen through the manifestation of SPLAT and how complex their projects are.

Since SPLAT has always emphasized its attention to people in different aspects of its business, it would be fair to state that this project had a great impact on society. Recycled toothbrushes which now are shaped like bricks have covered the main square of the town of Okulovka and a new citizen-friendly environment was created. Now it is safer and more pleasant for holiday celebrations or just a simple walk. Those who took part in this project by leaving their used toothbrushes became conscious not only about ecology but their own help. During the action, students brought bags of used toothbrushes to the SPLAT recycling stations, which were collected from their relatives and friends. And finally, this innovation showed people the exact goal of recycling. It is an innovative example of a way to create something useful from waste, not just a “process that is somehow good for nature.”

Moreover, the project had an impact on the business too. Retail shops, which were involved in the project, mainly have their own sustainable initiatives. SPLAT's project is a good and fresh addition to them with its own audience and goals. The company itself has found a new way of minimizing its waste without loss of product quality.

As for the environment, toothbrush recycling is a complicated and expensive process, which is not very widespread in the world. “Toothbrush, give up!” was the project that showed the worldwide society that recycling such small plastic items can save the world from 2,9 tons of plastic every year.

SPLAT will continue its initiative further and create new solutions for used toothbrushes. Bricks used for the Okulovka main square can last up to 40 years so the long-term impact is evident.

Business benefit

In the past, the traditional management method of companies used to focus just on financial performance, but nowadays it is evolving towards the direction of enhancing sustainability by pursuing both financial and ESG-centered non-financial performances. Establishing more eco-friendly practices can offer a number of commercially wise advantages, from bottom-line cost savings to an outstanding market advantage.

The initiative “Brush, give up!” contributes to the growth of SPLAT’s market share from 10.8% to 12.4% in the toothbrush category in the 2020-2021 period. Additionally, the rate of knowledge about SPLAT toothbrushes rose by 5% from 66% to 71%. The number of sales increased by 6%, from 31% to 37%.

These benefits have improved not only the performance of the company but also the general image. “Brush, give up!” has received fairly wide publicity and popularity: 470 publications in media and 22 million of overall audience coverage. Concerning influencing marketing there were more than 150 publications made by bloggers, eco-activists, dentists and celebrities. In new media, the eco-initiative is discussed in RBC’s green podcast, on the radio, in magazines and in digital journals.

Social and environmental benefit

The SPLAT initiative "Brush, give up!" has significant social and environmental benefits and can contribute to a more sustainable and healthy society in Russia. The campaign encourages individuals to prioritize oral health by promoting regular brushing habits and stimulating people to change their toothbrushes regularly, which leads to improved dental hygiene. The company takes care of the planet's resources, using the principles of effective resource management and involving partners in the creation of sustainable supply chains. During the initiative “Brush, give up” they have managed to build a unique ecosystem of mutual assistance, that involves several audiences at once: the Russian region Okulovka in need of support and small businesses that recycled toothbrushes and produced bricks from that material.

The other groups that could benefit this initiative are students and educational institutions. The most active schools, which collected the biggest amount of toothbrushes and had the most creative approach towards the project, were rewarded with gifts from SPLAT, and students who took part themselves received certificates. Apart from awards, SPLAT succeeded in creating strong knowledge about the purposes and abilities of recycling among the younger generation. Thematic lessons and specialized educational projects, which were held during this initiative, gave an opportunity to raise knowledge about current eco initiatives and enhance conscious consumption in Russia.

Overall, through the company's eco-friendly approach, SPLAT promotes the efficient use of resources by utilizing sustainable materials and minimizing waste generation, which also sets an example for other companies. This contributes to the conservation of natural resources and helps protect the environment.

Interviews

Svetlana Kopytina, Head of Environment & Resources

Alexandra Podporinova, Head of PR