Get in the Loop

Get In The Loop

The problem:

For a competition and activation to work, three things are essential: infrastructure, education, and an incentive. When our client briefed us on a recycling competition for Clean-Up and Recycle Week, aimed at diverting recyclable packaging from landfill in Mitchells Plain, Cape Town, we already understood where these programmes usually fail and how to build one that works.

The solution:

We partnered with Grandmaster Ready D and his programme, G-CAP, to develop Get In The Loop, a competition designed to divert recyclable packaging from landfill while educating the next generation of recyclers. To ensure the competition worked, we choreographed a school performance to drive participation, designed educational collateral, supplied infrastructure such as bins and bulk bags, and set up a relationship with a waste collection company. The school that collected the most plastic and cartons won R50,000 in cash towards upgrading their school.

The results:

Through the competition, we diverted over 5 tonnes of recyclable packaging from landfill. On social media, the campaign generated more than 50,000 engagements and reached over 500,000 users through content created with Grandmaster Ready D.

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