SCOPE
WEEE Cyprus wanted to highlight the importance of recycling electrical and electronic waste, showing that small, everyday actions can make a big difference for the environment. The goal was to raise awareness and give audiences practical, step-by-step guidance on how to recycle old devices responsibly. Summercliff was tasked with developing an influencer activation that combined personal storytelling with educational impact.
STRATEGY
We partnered with JoyDietCy, a creator known for her authentic, relatable content. The approach centered on sharing a personal frustration—having an old device that no longer works—and turning it into a positive action through WEEE Cyprus. By linking emotional storytelling with practical recycling instructions, the campaign struck a balance between inspiration and actionability.
IMPLEMENTATION
JoyDietCy shared a personal story about a broken device that no longer served a purpose and was simply taking up space.
She introduced WEEE Cyprus as the solution, explaining how electronic waste is recycled into raw materials that can be reused to make new products.
The content clearly outlined how recycling works:
Large appliances are collected when buying new ones, through WEEE’s partner retailers.
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.
The story closed with a strong environmental appeal, reminding audiences that small actions, when done collectively, have a massive impact.
RESULTS
High Relatability – JoyDietCy’s personal anecdote made the campaign feel authentic and engaging.
Educational Clarity – Audiences were given simple, clear steps to recycle electronics.
Positive Community Response – Followers resonated with the eco-conscious message and expressed willingness to take action.
Sustainability Positioning – Reinforced WEEE Cyprus as the trusted partner for sustainable recycling in Cyprus.
By turning a simple story about a broken device into an environmental call-to-action, WEEE Cyprus and JoyDietCy inspired audiences to recycle responsibly and contribute to a greener future.
