BBC ropes in content creator Shraddha Jain to spread awareness on proper waste disposal in Bengaluru

BBC Media Action roped in Shraddha Jain (Aiyyo Shraddha) to spread awareness on proper waste disposal among Bengalureans.

Jain delivered a 90-second video on Instagram, titled ‘Eh Whattya!’.

In the video, Jain introduces viewers to Savithri, an informal waste picker in the city of Bengaluru, and takes them through the city’s acts of crime which lead to poor work conditions for Savithri and thousands like her.

Jain educates people about proper waste disposal, which could make picking and recycling waste a lot simpler and safer for people like Savithri. 

The video has been created in collaboration with the #Invaluables initiative of BBC Media Action.

The video:

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Shraddha (@aiyyoshraddha)

There are presently over 22,500 informal waste pickers that live and work in Bengaluru, one of the fastest-growing cities in the country. Along with Pourakarmikas, waste pickers from the informal sector are the backbone of the city's waste management system – but unlike the former, they are not employed by the municipal corporation and are practically, invisible.

They are responsible for the gruelling task of ensuring that only non-recyclable materials end up in landfills so that no usable resource or material goes to waste. It is estimated as a result of collecting and sorting waste by recycling, informal waste pickers prevent 383,250 tonnes of waste from reaching landfills, every year. However, research also shows that waste pickers face stigma and discrimination resulting in them being invisible to the people of the city. Irresponsible methods of disposing of waste like leaving food in plastic containers or throwing away biomedical waste (sanitary napkins, cotton swabs, syringes, etc.), along with household waste, make the work of waste pickers cumbersome, often unsafe and reduces the recyclable quality of waste.

The #Invaluables initiative aims to reframe the lives of informal waste pickers from invisible to invaluable, by informing and educating citizens of Bengaluru about the contributions of its informal waste pickers, for them to ultimately recognise and respect the value of waste pickers as people and appreciate the amount of time and effort that goes into this unforgiving profession.

Ankur Garg, Country Director, BBC Media Action, India said, “With Shraddha's video gaining significant traction, it is evident that this issue deserves the attention it is now receiving. BBC Media Action is eager to collaborate and work with more influencers in the future, as such partnerships have the potential to spark positive change around many more invisible social issues. Influencers have the ability to initiate conversations about critical topics that often go unaddressed, such as the challenges faced by Informal waste pickers, and the interconnectedness between them and the lives of city dwellers.”

The #Invaluables initiative has been designed by BBC Media Action as part of Saamuhika Shakti, a first-of-its-kind collective in India, where nine implementing organisations have joined forces to enable informal waste pickers to have greater agency to lead secure and dignified lives. Recognition and respect for waste pickers and the value of waste picking were identified as the key factors for waste pickers to experience greater social acceptance. By sharing stories like Savithri's, the #Invaluables initiative aims to shift perceptions about waste picking and informal waste pickers in the city of Bengaluru by bringing their crucial contributions to the forefront.