Johnson King’s work for UK mobile recycling firm Fonebank has been shortlisted for a prestigious PR Week Award.

Nominated for the best technology PR campaign of 2009 award, the ‘Cashing in the mobile phone scrapheap’ campaign used a variety of tools to show UK consumers how they could beat the credit crunch and do their bit for the environment by swapping their unwanted handsets for cash.

Combining a consumer survey, a press launch, some issues hijacking activities and even the launch of a viral game, this campaign catapulted the little known Fonebank into the media spotlight, with coverage secured on BBC Newsround and BBC Online. The service was also featured in Carol Vorderman’s ‘Web Wonders’ column for Reveal Magazine, as well as in The Guardian and a whole host of regional and technology publications and websites. The BBC Online story alone generated an extra 28,000 hits to the Fonebank website, resulting in a 40% increase in revenue.

The winners will be announced on 20 October 2009 at The Grosvenor House Hotel in London.