In March 2006, the International Advertising Association (IAA) organised for the United Nations Environment Programme (UNEP) a global competition between advertising students to develop a campaign on electronic waste (also called e-waste). Further to UNEP advertising brief, Emerson College Global Marketing students produced a TV spot which won the competition. UNEP then asked Emerson College to produce a quite similar TV spot including some additions for TV broadcast, upload on UNEP website and presentation at conferences worldwide.

The main objective of the spot is to educate a young audience on the dangers of electronic waste. The crime scene explains what is meant by electronic waste and then images from developing countries are displayed on the effects of electronic waste. The spot aims to raise awareness about toxics elements included in electrical and electronic appliances and to the danger associated to the disposal of these products.