The Ecocheque Hack used a familiar payment method in Belgium - ecocheques - to not only raise awareness for 11.11.11 but also generate a completely new donation channel. By recognising the untapped potential of these government-issued vouchers, traditionally designated for eco-friendly purchases, the campaign redefined their purpose.

This asked for a unique approach: finding a loophole in the law, tap into it creatively and transform the existing ecocheque system into a new channel for supporting eco-charities. In essence, the Ecocheque Hack is about reimagining possibilities, challenging conventions, and paving the way for a brighter, more sustainable future.

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).

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.

The devastating consequences of climate change are already hitting the most vulnerable (mostly poorest) countries. For people in richer countries, living far away from the frontline, climate injustice is not something that's high on their agenda. As a Belgian NGO fighting against climate injustice, 11.11.11 is in constant need of financial support. They need people to make a donation. So, we embarked on a clear mission: finding a compelling way to start a conversation about climate injustice and more importantly, getting Belgians to make a donation.

Looking to find something that connects with Belgians, generates more donations for the fight against climate injustice and ideally would incite the conversation about it without a huge media spent, we came across something illogical in the Belgian ecocheque system: you can buy almost anything that helps prevent climate change with these 'eco-vouchers', but you can't use them to make a donation to charities that fight against the consequences of that same climate change. We checked this with the two major ecocheque distributors in Belgium. "It's not on the list issued by the government, so no you can't use them for donations." We thought about taking Belgian bureaucracy heads-on and change that list. But that's changing the law, and changing the law in Belgium is notoriously complex and time consuming. It would've taken us years... So we went for a different approach: find a loophole.

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.

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. That door is now also open for other charities in Belgium, as Pluxee is now vouching to get making donations with ecocheques on the official list compiled by the government. That way it would be legally possible without the need of any kind of hack.

Inspired by market disruption, the Ecocheque Hack redefined a conventional payment method into a catalyst for meaningful change. By innovatively repurposing this method, it created a new avenue for donations for 11.11.11. Additionally, it significantly expanded the donor base by 34%, showcasing how disruptive approaches can not only address immediate challenges but also foster sustainable growth.

In essence, the Ecocheque Hack is about problem-solving in today’s world. It goes beyond mere solutions, embodying a spirit of reimagining possibilities, challenging established norms, and paving the way for a brighter, more sustainable future.