According to the United Nations Environment Annual Report, 60 to 90 per cent of non-recycled e-waste is illegally dumped in Asian and African countries. The UAE is one of the major electronics consumers in the region, with one UN-sponsored project finding that the average resident generates 17.2 kilograms of e-waste every year, much of which contains harmful toxins, such as arsenic, cadmium and mercury. The campaign aims to address the country's e-waste management problem through collecting and recycling retired devices in a bid to minimize the impact of high electronic consumption on the environment.