SCOPE
WEEE Cyprus wanted to raise awareness about the proper recycling of electronic and electrical devices, highlighting how simple actions can have a major environmental impact. The objective was to encourage audiences to stop letting old, unused devices gather dust or end up in landfills, and instead recycle them sustainably. Summercliff was tasked with crafting an influencer activation that combined personal storytelling, education, and actionability.
STRATEGY
We partnered with Fani Papamichael, whose approachable and relatable style made her an excellent voice for sustainability messaging. The strategy focused on a personal moment of frustration with an old, broken device that no longer served a purpose, turning it into a positive action by showcasing how easy WEEE Cyprus makes recycling.
IMPLEMENTATION
Fani shared a personal anecdote about having an old device that didn’t work and was simply taking up space.
She introduced WEEE Cyprus as the solution, explaining how old electronics can be broken down and their valuable materials reused—supporting the circular economy.
The content included clear recycling instructions:
Large appliances are collected by retailers when new ones are delivered.
Small devices can be dropped off at green points or electronic stores listed on weeecyprus.com.cy.
The call to action urged followers to find their own unused devices and recycle them responsibly.
She concluded with a strong environmental appeal, stressing that small steps like recycling can collectively have a huge impact.
RESULTS
Relatable Storytelling – Fani’s authentic approach made the message engaging and easy to connect with.
Educational Value – Audiences learned exactly how and where to recycle their devices.
Positive Reception – The eco-conscious theme resonated with her audience, sparking awareness and motivation.
Sustainability Positioning – Reinforced WEEE Cyprus as the go-to organization for responsible recycling in Cyprus.
By turning a simple household frustration into an environmental action, WEEE Cyprus and Fani Papamichael inspired audiences to recycle smarter and embrace sustainability in their everyday lives.
