Towards a framework for upcycling social development projects in the circular economy

The case of Upcycle Winnie McHenry

Abstract

Upcycle Winnie McHenry, in Johannesburg, South Africa, upcycles materials that would otherwise end up as waste in landfills. Upcycle also offers training to community groups on how to upcycle, and how to earn a living doing so. These are often a combination of individual and group projects that are community-based. In addition, Upcycle involves the business sector by providing unwanted materials (such as billboards, corporate gifts and merchandise to be de-branded and upcycled) and community groups often sell some of these back to the business involved. In other words, Upcycle’s project is based on the circularity of the economy. This article draws on a range of theoretical views from a number of sub-disciplines of communication studies to suggest a framework a upcycling social development projects. This framework is further informed by the case of Upcycle Winnie McHenry.