Collaborating for a Good Cause: From Plastic to Portrait – Meet the Juju Campaign

The latest Juju collaboration not only celebrates South African creativity but also highlights a meaningful step toward a cleaner, healthier environment. Partnering with Re.Bag.Re.Use, a local social and environmental initiative that transforms discarded plastic into functional art, the campaign demonstrates how creativity and conscience can work hand in hand. Instead of piling up as roadside waste, landfill, or ocean pollution, everyday soft plastics are repurposed into beautiful, handcrafted bags.

The artwork featured in the campaign was brought to life by local artist Darren Willmot, working alongside Margaret from Re.Bag.Re.Use, who crocheted the intricate braids from upcycled bread bags. In this blog, we explore how their partnership is influencing both community livelihoods and environmental sustainability.

What Makes the Juju Campaign Stand Out

1. Inspiration
The Juju Campaign uses powerful storytelling and visuals to inspire positive change. By demonstrating what’s possible when individuals and brands take small sustainable steps, the campaign becomes more than marketing becomes a movement people want to support.

2. Environmental Consciousness
At its core, the campaign promotes sustainability by spotlighting eco-friendly materials and mindful lifestyle choices. This resonates with consumers who value ethical brands, helping build trust and long-term loyalty.

3. Climate Impact
By highlighting visible steps towards reducing environmental impact, including recycling, waste reduction, and responsible sourcing, the campaign presents itself as genuinely committed rather than performative. This transparency attracts conscious consumers, media interest and new partnerships.

4. Local Talent
The campaign amplifies the voices of creators, artists and eco-ambassadors who embody its values. Showcasing passionate individuals helps humanise the message and strengthens community connection.

5. Business Opportunity
Juju also demonstrates that sustainability and business growth can go hand in hand. By positioning eco-conscious practices as commercially viable, the campaign opens doors to investors, collaborators and emerging markets.

How PR and Marketing Strengthen Campaigns like Juju

PR

• Shapes a compelling narrative that drives emotional connection.

• Generates valuable earned media through press coverage, interviews and thought leadership.

• Builds credibility by positioning the brand as an authority in sustainability.

• Manages public perception through clear, transparent communication.

Marketing

• Reaches the right audiences through targeted digital channels.

• Builds a strong and consistent brand identity.

• Drives engagement through content, influencers and interactive storytelling.

• Measures performance and optimises strategy through data-driven insights.

Conclusion

The Juju Campaign demonstrates how creativity, talent and sustainability can come together to uplift communities and protect the environment. Through initiatives like Re.Bag.Re.Use, individuals are empowered to turn waste into opportunity and artistry, while contributing to a cleaner planet.

At Coral Communications, our team of PR and marketing specialists is ready to help you build meaningful, high-impact campaigns that elevate your brand’s visibility and credibility. Let’s grow your story together.