The Consumer Electronics Association (CEA) reports a sharp increase in the volume of electronics recycled through its eCycling Leadership Initiative in 2011. The eCycling Leadership Initiative, also known as the Billion Pound Challenge, represents a collaboration among consumer electronics manufacturers, retailers, collectors, recyclers, nongovernmental organizations and governments at all levels. The initiative has set the goals of increasing the amount of electronics recycled responsibly to 1 billion pounds annually by 2016, growing the number of collection opportunities available to consumers, improving consumer awareness of available eCycling collection sites and providing transparent metrics on eCycling efforts.