Overview
Environmental pollution and urban waste build-up are major challenges across South Africa, especially in vulnerable communities where municipal services are often limited. In response, the Shoprite Group launched a bold, people-powered initiative: Africa’s Biggest Cleanup. The campaign sought to activate citizens, community groups, and employees to take ownership of their neighbourhoods through large-scale cleanup actions.
This effort was amplified through major calendar moments such as Mandela Day and World Cleanup Day, turning national attention into practical, measurable action.
The Project
Brownie Points partnered with Shoprite to power the digital coordination, tracking, and visibility of these campaigns. Through the platform, employees and community members could log participation, track bag collection totals, and share stories of change. These tools enabled Shoprite to build community trust while also showcasing their brand’s commitment to environmental stewardship.
Cleanup events spanned cities, townships, and rural areas — with support from schools, NGOs, and Shoprite and Checkers employees, all rallying behind the shared mission of “cleaning up your hood for good.”
Success
- Tracked 21,067 volunteers across 12 African countries
- Collected 33,682 bags of trash from public spaces, rivers, and roadsides
- Achieved 2x engagement uplift across volunteer and employee groups
- Delivered 4x advertising value through media visibility and earned reach
- Positioned Shoprite as a leader in corporate environmental action and civic pride
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These campaigns proved that social mobilisation at scale is not only possible — but highly impactful — when driven by accessible tools, strong partnerships, and a bold vision for change.