It’s Sunday morning, I’ve got a coffee in hand, and after a few people suggested I spend more time on LinkedIn, I thought I’d finally write my first proper posts and share something I’ve learned from a project I started called Love Our Island.
The idea is simple: can design and storytelling help tackle Cyprus’ litter problem?
It all started because of a place I go to run hill sprints each week was so badly littered. I saw the problem (litter) and found a solution (a litter picker and a sack). The problem persisted so I bought a bin and synced with the bin men so it got emptied each week.
At some point I realised I wasn’t really solving anything — I was just maintaining a small, one-man litter picking operation on a hill in Cyprus. So I started to think how, as a person with 20 years working in design, advertising and branding, I might use these tools, not to sell something, but to actually change behaviour.
I wasn’t interested in creating another campaign full of statistics and finger-pointing. I wanted to tell a story people would actually stop and watch. I wanted to create an icon that would resonate with expats and Cypriots alike. A symbol that would fill them with pride for this beautiful island. So I designed it and started a campaign right at that spot in the hill. I designed an art deco-style poster of the location and made a film about the whole thing.
The results surprised me.
I made it originally for YouTube (I still prefer landscape video and I still hold out hope for my channel) but for maximum reach I knew I had to create a version for Instagram and TikTok too. I’d also had some successful (semi viral) videos on my short form channels.
The YouTube version of the film is sitting under 500 views and a few comments, which is a little disappointing but across Instagram and TikTok, the film has now generated more than 120,000 views and continues to be watched and shared today. It’s had thousands of likes and shares and hundreds of comments and DM’s. What’s interesting is that I didn’t follow the usual advice. I didn’t chop my short form content it into 15-30 second clips. I did not compromise the story and at almost three minutes long, people stayed with it and resonated deeply with it.
The views aren’t the most important part. The film opened doors and has led to talks in schools, collaborations, conversations with CEOs, educators and creators, and last week I had the opportunity to speak on stage at the Doers Summit in Limassol.
Social media matters because it helps ideas travel. But the part that’s often missed is what happens afterwards. The conversations, the meetings, the collaborations, the community that forms around a shared belief. And in this case, that shared belief seems to be that Cyprus deserves better.
It’s also reminded me that people can spot something real. It doesn’t matter whether you’re building a business, growing a personal brand, or championing a cause, people connect with people. Genuine passion, honesty and a story worth telling will almost always travel further than trying to “hack the algorithm”.
The response to the Love Our Island film has convinced me that people genuinely want change. They’re looking for ways to contribute, connect and be part of something positive. And it’s exciting too to see where it goes and what happens next.
Anyway, I’ve finished my coffee and I’m about to post this. Now I just need to design a beach rugby poster for Love Our Island, due next weekend, which is not something I expected to be doing when I moved to Cyprus last year,
If you’d like to see the film, here’s the link for YouTube: https://youtu.be/WJ-8rSy-Lz8?si=Gj2LmMYlqPoCEBIa
And for Instagram: https://www.instagram.com/reel/DWhGXgVDXRH/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
If you’re interested in being part of Love Our Island, send me a message. I’d love to hear from you.