SCOPE
WEEE Cyprus aimed to raise awareness about the importance of recycling electrical and electronic devices, showing how a small step can have a big impact on sustainability. The goal was to encourage people to recycle responsibly, reduce waste, and protect the environment. Summercliff was tasked with creating an influencer activation that combined personal storytelling with practical education.
STRATEGY
We partnered with Andreas Anastasiades, a relatable and down-to-earth voice with strong audience trust. The strategy was to use a real-life example of a broken, unused device, turning it into a teachable moment about how WEEE Cyprus provides the solution. By framing recycling as simple and accessible, the campaign made the message feel practical and inspiring.
IMPLEMENTATION
Andreas opened with a personal anecdote about having an old device that no longer worked, cluttered space, and needed proper disposal.
He introduced WEEE Cyprus as the solution, explaining how recycling recovers valuable raw materials, reduces waste, and contributes to the circular economy.
Clear recycling instructions were included:
Large appliances are collected by retailers when new ones are delivered.
Small devices can be dropped at green points or electronics stores listed on weeecyprus.com.cy.
The call to action invited followers to look for their own old, unused devices and recycle them through WEEE Cyprus.
Andreas closed with a strong environmental appeal, emphasizing how small, simple actions can add up to a big impact when done collectively.
RESULTS
Relatable Content – Andreas’ personal story made the campaign feel natural and authentic.
Educational Clarity – Followers learned exactly how and where to recycle their devices.
Positive Engagement – The eco-friendly theme resonated with audiences who value sustainability.
Trust Building – Reinforced WEEE Cyprus as the reliable partner for responsible recycling in Cyprus.
By turning a personal problem into a sustainability solution, WEEE Cyprus and Andreas Anastasiades showed how easy it is to recycle smarter—and why it matters for the future of our planet.
