BBC Media Action: #InvaluableRecyclers

International development charity BBC Media Action improved public perception of informal waste pickers with its Happy Number campaign in Bengaluru, India.

Why is this work relevant for Strategy & Effectiveness?

Research shows informal waste pickers in the city of Bengaluru (India) stop 3,83,250 tonnes of waste from reaching landfills, every year, saving USD 10 million annually for the city’s municipal department.

Still, informal waste pickers often face stigma and discrimination. 55% of our research sample thought informal waste pickers are dirty and shouldn’t be allowed in/near buildings/condominiums.

Informal waste pickers reported struggling with negative societal perception, low self-esteem, and self-awareness. A social media campaign was designed to put a spotlight on people who handle the city’s waste and build recognition about...

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