THE BRIEF
Drive national behavioural change around e-waste recycling by increasing awareness, engagement, and action through a high-impact, culturally relevant campaign led by ERA (E-Waste Recycling Authority) in partnership with the Springboks and Dell Technologies.
THE APPROACH
Phase 1: Awareness & Cultural Relevance
Leverage the influence and credibility of the Springboks as national icons to create a culturally resonant campaign that captures attention at scale. By positioning e-waste as a national issue worth caring about, the campaign aimed to spark conversation, media interest, and widespread visibility across South Africa.
Phase 2: Engagement & Behavioural Action
Convert awareness into measurable action by driving audiences to digital platforms, encouraging interaction, and prompting participation. The campaign focused on accessible messaging, strong calls-to-action, and sustained engagement through social media, PR, and digital channels to influence real behavioural change.
The Solution
“Children vs Champions” — a powerful, emotive campaign concept that juxtaposed future generations (children) with present-day heroes (champions), highlighting the responsibility to protect the environment. By combining storytelling, partnerships, and multi-channel distribution, the campaign translated a complex issue into something relatable, urgent, and actionable.
FOUR KEY
Impressive Stats
19.3 million PR reach
41,000 outbound clicks
45,000 post engagements
14,000 website leads
THE RESULTS
The campaign delivered strong performance across all key metrics, significantly increasing both awareness and engagement. Social media reach climbed to 1.5 million, while follower growth surged across platforms (Facebook +9.5K%, Instagram +1.7K%). The campaign successfully drove 14,000 website leads and 41,000 outbound clicks, demonstrating tangible behavioural impact.
In addition, the campaign achieved extensive media coverage across major national publications, amplifying its message and reinforcing ERA’s position as a leader in driving environmental change.
The Description Of Execution
The campaign was executed through an integrated mix of digital, social, and PR channels. High-impact creative assets were distributed across social platforms to drive engagement, supported by a strong PR push that secured coverage in leading publications such as Bizcommunity, GQ South Africa, IOL, and ITWeb.
Partnerships with the Springboks and Dell Technologies added credibility and reach, while targeted messaging encouraged users to click through, learn more, and take action. The campaign maintained momentum through consistent content rollout, ensuring sustained visibility and engagement over time.