The media organization is open to try recycling and Anne becomes coordinator of the first small project that begins in the fall of 2012. This means that she can work with the project as part of the social entrepreneurship course and she signs up for it. The idea of the social initiative is to collect used pens in special bins visibly in different places in the organization
in order for the 1000 employees to put them there instead of the ordinary garbage cans. After collection, the pens are handed over to the British recycling organization that reuses them for new products. Anne does the internal communication for the social initiative and creates the bins so they become marketing material for the project. She also coordinates the new working structures for the people involved and she experiences the heavy work load in engaging the different levels of the organization in spite of the fact that the project is rather small. Anne describes the feeling of success and personal impact that she gets from walking around in the organization seeing the bins as proof of the existence of her social initiative: