SCOPE
WEEE Cyprus wanted to raise awareness around the recycling of electrical and electronic waste, emphasizing the simplicity and importance of making sustainable choices. The goal was to show that recycling isn’t complicated — it’s an easy everyday action that has a huge environmental payoff. Summercliff was tasked with designing an influencer activation that combined education, storytelling, and a strong call to action.
STRATEGY
We partnered with Andrea Kyriakou, a creator known for her approachable, authentic style. The strategy was to use personal storytelling to highlight a common frustration — having an old, broken device at home — and turn it into a teachable, actionable moment with WEEE Cyprus. By keeping the tone relatable and practical, the message reached audiences in a way that was both inspiring and easy to act on.
IMPLEMENTATION
Andrea shared a personal story about having an old, unused device and looking for a proper way to get rid of it.
She introduced WEEE Cyprus as the solution, explaining how electronic waste recycling helps recover valuable materials, reduce landfill, and contribute to the circular economy.
Clear recycling instructions were provided:
Large appliances are collected when new ones are delivered, through WEEE’s partner companies.
Small devices can be dropped off at green points or electronics stores, listed on weeecyprus.com.cy.
The call to action urged followers to find their own unused devices and recycle them responsibly.
Andrea closed with a powerful environmental message, stressing how small actions can make a big impact when done collectively.
RESULTS
High Relatability – The personal story made the campaign feel natural and engaging.
Educational Impact – Followers learned clear, practical steps for recycling electronic devices.
Positive Feedback – The eco-conscious message resonated with audiences eager to contribute to sustainability.
Behavioral Push – Viewers were encouraged to act immediately, turning awareness into tangible environmental action.
By transforming a simple everyday problem into a sustainability story, WEEE Cyprus and Andrea Kyriakou inspired audiences to recycle smarter and protect the planet, one device at a time.
