A new campaign running in supermarkets across South Africa is giving plastic a new reason to shine.
Tuffy’s business unit lead, Rory Murray, holds up the brand’s new-look product labelling showing its “Tough Enough to Care” campaign. It encourages consumers to collect and donate their used bottle tops, which – while helping people in need – are also used to produce new, fully recycled and recyclable bin bags. Image supplied.
Refuse bag manufacturer Tuffy’s “Tough Enough to Care” campaign encourages the public to collect plastic bottle tops that would otherwise end up in the bin and instead donate them to the non-profit organisations Operation Smile South Africa or the Sweethearts Foundation.
Closing the loop
By selling the collected bottle tops to plastic recycler Myplas, the two non-profit organisations raise funds to deliver cleft surgeries and wheelchairs to South Africans in underserved and rural communities without access to specialist medical care.
Driven by demand for this recycled bottle-top material, Tuffy now purchases over 20 tonnes of raw material a month to add to the mix as it manufactures its 100% recycled black refuse bags.
Tuffy’s efforts were recently recognised by the South African Plastics Recycling Organisation, which awarded the brand gold in the post-consumer resin demand champion category at the 2026 Sapro Awards.
The new campaign aims to bolster support for children and adults nationwide who receive life-changing support from Operation Smile South Africa and the Sweethearts Foundation.
Tuffy’s business unit lead, Rory Murray, said the brand’s campaign closes the loop on plastic bottle tops by giving them a second life in Tuffy’s products, while also improving the quality of life for many people.
“We’re excited to join forces with our partners that make this campaign possible and, in the process, help two such deserving organisations,” said Murray.
“It proves that recycling works and can do good for the world around us in more ways than one!”
A meaningful cause
Operation Smile South Africa executive director Sarah Scarth said each bottle top collected was a powerful reminder that small actions could create extraordinary change.
“Each one represents a person choosing to make a difference in the life of a child they may never meet. For us, it reflects the generosity, compassion and collective spirit of South Africans working together.”
She said the campaign was an excellent way for schools, businesses, community groups and individuals to support a meaningful cause while promoting recycling and environmental awareness.
Sweethearts Foundation CEO Ashley Nel echoed her sentiments, saying meaningful change did not always require large financial contributions.
“Sometimes, it simply starts with choosing not to throw something away.”
“That bottle top could become part of a child’s first opportunity to attend school independently, an adult’s chance to return to work, or to move through life with dignity again.”
Shared purpose
Nel said partnerships like this show the incredible impact that can be unlocked when organisations, businesses and communities work together toward a shared purpose.
“Environmental action and social impact should not exist separately. When combined, they create sustainable change that benefits both people and planet.”
Murray added that the product range had been tested since November last year and that it retained the same quality and integrity consumers had come to expect from the brand.
“Look out for our branded ‘Tough Enough to Care’ packs when doing your shopping, collect your bottle tops and donate them to help us deliver more smiles and mobility.”
