SCOPE
WEEE Cyprus wanted to raise awareness about the recycling of electrical and electronic devices, showing how simple everyday actions can have a lasting positive impact on the environment. The objective was to educate people on how and where to recycle their old appliances while inspiring them to take action. Summercliff was tasked with creating an influencer activation that combined personal storytelling with clear, practical guidance.
STRATEGY
We partnered with Petros Athanasiou, a creator with a relatable and down-to-earth voice. The strategy focused on sharing a personal moment of frustration with an old, broken device and turning it into a positive solution through WEEE Cyprus. By mixing storytelling with step-by-step recycling instructions, the campaign made sustainability both accessible and actionable.
IMPLEMENTATION
Petros opened with a personal story about having an old device that no longer worked and was taking up space.
He introduced WEEE Cyprus as the solution, explaining how recycling allows valuable materials inside devices to be reused, supporting the circular economy.
Clear recycling guidance was provided:
Large appliances are collected by partner 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 encouraged followers to look for their own unused devices and recycle them responsibly.
Petros closed with a powerful environmental message, stressing that small actions like this add up to significant impact.
RESULTS
High Relatability – Petros’ everyday story made the campaign engaging and easy to connect with.
Educational Value – Audiences received simple, clear recycling instructions they could follow immediately.
Positive Response – The sustainability message resonated, motivating followers to act.
Brand Trust – Reinforced WEEE Cyprus as the reliable partner for responsible recycling in Cyprus.
By turning a broken device into a sustainability lesson, WEEE Cyprus and Petros Athanasiou showed how small, simple choices can help protect the environment for future generations.
