September 2024

Behind the scenes of a viral campaign: What it takes to amplify the voices of Bengaluru’s informal waste pickers

A recent Instagram reel by @invaluables.bengaluru went viral, showcasing the #WashTheDabba initiative. But beyond the likes and shares—and 10M views!—what is it that made this campaign more than just a viral moment? It’s the investigations and effort taken to ensure that the voices of the informal waste picker community, who deserve recognition, respect and dignity for the  work they do, are heard and seen. The reel and the campaign are just the visible result of months of groundwork, collaborations and field immersions.

Here is a peek at one such field immersion to Nayandahalli and JC Road to visit the waste picker communities and Community Resource Persons (CRPs). The visit, facilitated by Saamuhika Shakti partners Sambhav Foundation, Hasiru Dala, and Sparsha Trust,  was part of the exercise to  understand the challenges faced by waste pickers and to create social and behaviour change campaigns that are authentic and impactful.

The real work doesn’t end when the cameras stop rolling. Post-immersion, the insights gathered are translated into impactful narratives, ensuring that the voices of waste pickers aren't just heard, but lead to actionable change.

Photos by: Vinod Sebastian

PHOTO STORY

BBC Media Action conducts regular field immersions to deep dive into community issues, barriers and motivations to design their campaigns

Women and children interact with research, creative and project teams of BBC Media Action

In Nayandahalli, women shared their challenges with respect to mobility, how people outside their community look at their work and the support they receive from men and boys in the family

Community Resource Persons working with Hasiru Dala talk about their programmes and their role in supporting waste picker communities across various locations in Bengaluru

The team also shared what it takes to motivate members of the waste picker community to be part of different activities

Insights gathered from these immersions will support BBC Media Action to design their waste picker intervention

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