While preventing further climate change is vital, this campaign puts something pressing on the table that we tend to overlook: the consequences of that same climate change. Urgent action is imperative, as climate injustice is already felt strongly today, mostly in the poorest countries that have little or no recourses to arm or aid themselves.

The Ecocheque Hack redefined a conventional pay method in 'one of the rich' countries (Belgium) into a catalyst for awareness and meaningful change. By innovatively repurposing this method, it created a new avenue for donations for 11.11.11, a Belgian NGO fighting against this climate injustice.

In 2009, the Belgian government launched ecocheques to stimulate buying more ecologically. These vouchers can only be used for purchasing products and services listed on an official government-approved 'eco-friendly' list. But, this 'eco-friendly' list failed to enclose the broader spectrum of climate activism, particularly donations aimed at encouraging eco-charities that tackle climate change consequences.

11.11.11, a Belgian NGO fighting against climate injustice, didn’t want to leave it at that. Confronted with bureaucratic hurdles, 11.11.11 and Pluxee, a major ecocheque distributor, embarked on an unconventional journey: finding a loophole. And so, the Ecocheque Hack came into existence, empowering 11.11.11 to expand its reach and impact and furthermore, increase their potential donators.

11.11.11 strives for global justice. A world in which social, civil, political, cultural and economic rights for all are realised within the limits of the planet. A global system in which socio-economic inequality is reduced, the relationship between man and nature is balanced and democratic values are guaranteed. A noble goal completely in line with te UN’s Sustainable Development Goals.

A vital part of it is the fight against climate injustice which is high on the agenda of 11.11.11. This campaign supports this fight one-on-one by tapping into a very familiar pay method in Belgium. It sparked the conversation and gave Belgians an entirely new way to support it financially. Ultimately, it’s donations that allow 11.11.11 to continue fighting against climate injustice.

11.11.11, a Belgian NGO fighting against climate injustice, depends greatly on donations to support their cause. So, they are always looking for ways to spark conversations, galvanize support, and elevate their reputation as a trailblazer in the fight against climate injustice. Preferably something smart that connect with Belgians without costing a huge amount in media (because they simply don't have that budget).

Exploiting a legal loophole that permits ecocheque usage for second-hand goods, the campaign effectively hacked the restrictive boundaries of the government's approved list. Using ecocheques, we tapped into something very familiar to Belgians to bring something far for them close and incite them into supporting the fight against climate injustice. The Ecocheque Hack also elevates the value of the ecocheques itself: instead of using them to buy yet another houseplant or letting them go to waste (millions expire every year!), Belgians can now use them to support charity.

We unlocked ecocheques – thé belgian pay method for everything eco – as a means to donate to eco-charities. However logic this may seem, this wasn’t possible.

An official ‘eco-friendly’ list approves buying almost anything that helps prevent climate change, but donating to eco-charities that tackle the consequences of that same climate change, isn’t on it. 11.11.11 refused to settle for this. But changing the law in Belgium is tedious, so instead of battling bureaucracy head-on, they chose a different path – a loophole.

Supported by Pluxee (major Belgian ecocheque distributor), they established a webshop featuring second-hand items. Legally, those can be paid for with ecocheques and 11.11.11 happens to have lots of them: symbolic products from climate change victims rendered useless by extreme drought, water pollution, etc.

Exploiting a legal loophole permitting ecocheque usage for second-hand goods, the campaign effectively hacked the restrictive boundaries of the government's approved list.

We embarked on a unique approach - finding a loophole - and launched "The Ecocheque Hack" campaign, which transformed the existing ecocheque system into a new channel for supporting eco-charities. By recognizing the untapped potential of these government-issued vouchers, traditionally designated for eco-friendly purchases, the campaign also redefined their purpose.

We initiated our digital campaign with a press conference – attended by local press and the CEO’s of both 11.11.11 and Pluxee - where we put on display a real, but now useless Peruvian shovel. Passersby could symbolically purchase this shovel, using their ecocheques. This offline version of the online webshop, was up for one week during autumn break (from oct 24th until oct 31st). Leveraging social media platforms (we pushed social media posts consisting of 8 video executions), our online store received significant traction as the press amplified our initiative. Additionally, Pluxee's newsletter effectively communicated our campaign to all Pluxee ecocheque users. Our efforts collectively reached close to 9 million individuals, generating an earned media value surpassing 240K.

The Ecocheque Hack transformed an ordinary payment method into a conduit for meaningful change. It reached close to 9 million individuals, generating an earned media value surpassing 240K. Furthermore, it unlocked a new donation channel for 11.11.11, potentially tapping into a staggering €347 million in funds. Moreover, they expanded their pool of potential donors by 34%, demonstrating the power of innovation to not only solve immediate challenges but also to drive sustainable growth.

The Ecocheque Hack webshop is still up and running. So it's still a way for Belgians to do good with their ecocheques. Furthermore, it opened the door for other charities in Belgium, as Pluxee is now vouching to get donating to eco-charities with ecocheques official. That way it would be legally possible without the need of any kind of hack.

No carbon emission was measured. The campaign lived online – with only a local PR activation – and was created digitally: all second-hand items put up for sale were AI generated images symbolizing the devastating consequences of climate change.

Using an existing pay method (the ecocheques), there was no extra service or product created for this campaign.