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Waste from Electrical and Electronic Equipment (WEEE) is the widest and fastest-growing source of global waste, yet only around 17% of the total generated volume is formally recycled. In Brazil, policies have established the concept of Shared Responsibility as a crucial strategy for increasing recycling rates and achieving Circular Economy (CE) goals. Although there are laws that regulate WEEE through Shared Responsibility principles, companies must engage people to participate in reverse chain logistics. This study performed Action Research (AR) to understand how a WEEE recycling company can engage society and increase the amount of waste that is collected and treated. A collection campaign was tested as a strategy for this purpose, for a specific population, and referencing the specific Reverse Logistics (RL) system offered by the company studied. Furthermore, usability analysis for the company's RL online platform was conducted to verify how easily end users can use this channel. The results of this AR showed the importance of establishing a close relationship between companies, and society at large, to collect and recycle WEEE. Collection campaigns are a powerful way of constantly generating awareness among the populace. Finally, we were able to conclude via this AR, that all stakeholders are essential if the WEEE reverse chain system is to succeed. Companies need to have a way of reaching end users, maintaining continuous feedback, and providing easier ways for freely disposing of waste. Additionally, governments must support the private sector in raising end-user awareness and promoting education. [ABSTRACT FROM AUTHOR]