We created an unprecedented scheme, a complete recycling infrastructure for six townships across South Africa. All designed to last for two years, if the communities could sustain them, this was an unprecedented commitment as even municipal authorities only run occasional clean-up programmes.

We negotiated with professional waste management companies to provide weekly collections from our chosen townships and pay for paper, card, plastics and cans.We educated township members, showed them how to sort rubbish and provided bags for storage as well as branded overalls.And to bring the communities together we set tough recycling targets: if they hit them we promised to make their favourite community buildings as good as new.We launched our scheme with special events, explaining the idea and methodology in the local languages. More than 3,500 people attended our opening events.We spread the word to other townships via press, radio and PR.

So far 60 tonnes of recyclable material has been collected and R60,000 paid to the collectors. Five of the six schemes are still running and 6 community centres have been rebuilt.

The activity has generated massive PR for Grand-Pa, with coverage valued at R460 million, delivering an ROI of 16:1.Sales of Grand-Pa have soared, up 12% by value in the first six months.Key brand scores from TNS are up by as much as 11%.