SCOPE
WEEE Cyprus wanted to encourage people in Cyprus to responsibly recycle their old electrical and electronic devices, reinforcing how small everyday actions can have a massive positive impact on the environment. The goal was to combine personal storytelling with practical recycling education, making the process approachable and actionable. Summercliff was tasked with shaping an influencer activation that would bring the message to life in a relatable and inspiring way.
STRATEGY
We partnered with Marileni Stavrou, whose authentic content style made her the perfect fit to deliver an eco-conscious message. The strategy was to use a personal story about a broken device taking up space at home, then shift the narrative toward the solution provided by WEEE Cyprus, highlighting the environmental benefits of recycling electronics.
IMPLEMENTATION
Marileni shared a personal anecdote about having an unused, broken device and searching for a proper way to dispose of it.
She introduced WEEE Cyprus as the solution, explaining how recycling keeps devices out of landfills, recovers valuable materials, and contributes to the circular economy.
The content provided practical guidance:
Large appliances are collected by partner companies when delivering new ones.
Small devices can be dropped at green points or electronics stores, listed on weeecyprus.com.cy.
The call to action encouraged followers to find their own old devices and recycle them properly through WEEE Cyprus.
The story closed with a strong environmental appeal, reminding audiences that small actions collectively make a big difference.
RESULTS
High Relatability – The personal angle made the eco-message feel authentic and approachable.
Educational Value – Audiences received clear, actionable instructions on recycling.
Positive Response – Followers resonated with the sustainability call and expressed interest in participating.
Brand Credibility – Reinforced WEEE Cyprus as a trusted partner in sustainable recycling practices.
By turning a common household problem into a story of environmental action, WEEE Cyprus and Marileni Stavrou showed how recycling old devices is simple, impactful, and essential for a greener tomorrow.
