SCOPE
WEEE Cyprus wanted to raise awareness about the proper recycling of electrical and electronic appliances, encouraging people not to throw them away but to recycle them responsibly. The goal was to show that even everyday household appliances, like vacuum cleaners, can be given a second life through recycling. Summercliff was tasked with creating influencer content that would make this message simple, relatable, and easy to act on.
STRATEGY
We partnered with Elena Olympiou, whose lifestyle content connects naturally with everyday home routines. The idea was to present the recycling process through a light and relatable moment, Elena saying goodbye to her old vacuum cleaner and sending it for recycling with the help of WEEE Cyprus.
IMPLEMENTATION
Elena created a short, storytelling reel where she humorously “says goodbye” to her old vacuum cleaner after years of use. Instead of throwing it away, she explains that the right choice is to recycle it through WEEE Cyprus, ensuring its materials are reused responsibly.
The content highlighted the key message that electrical appliances should not end up in the trash, and that WEEE Cyprus offers an easy and responsible solution for recycling.
RESULTS
High Relatability – The everyday household scenario made the message easy to connect with.
Educational Impact – Viewers learned how simple it is to recycle electrical appliances properly.
Positive Engagement – The light storytelling approach encouraged audiences to think about recycling their own unused devices.
Brand Awareness – Reinforced WEEE Cyprus as the official and trusted organization for e-waste recycling in Cyprus.
By turning a simple household moment into a meaningful action, WEEE Cyprus and Elena Olympiou reminded audiences that responsible recycling starts at home.
