By Neema Gupta, Research Manager, Soma Katiyar, Executive Creative Director; Tej Prakash Yadav, Head of Project - PRIDE, BBC Media Action
What does it take to spark a behaviour change movement in India’s Silicon Valley?
For Saamuhika Shakti partner BBC Media Action, the answer lies in the power of insight-led storytelling—narratives rooted in empathy, co-creation, and strategic communication design. #WashTheDabba is one such story. What began as a modest request—empty, rinse, and dry your food containers before throwing them out—grew into a city-wide movement that not only influenced public behaviour but also nudged the systems that govern Bengaluru’s waste.
In 2021, as part of the #Invaluables initiative, BBC Media Action conducted an impact evaluation that revealed a crucial insight. While many residents of Bengaluru were aware of waste pickers and their work, their support remained largely passive — rooted in sympathy, not empathy.
This led to a simple but revealing question posed to the waste picker community:
“How can the city support you?”
Their answer was equally straightforward:
“Please don’t dispose containers with food in them.”
Behind that plea lay layers of invisible labour, health risks, and dignity. Sorting soiled containers was not only unhygienic but deeply discouraging. When food was left inside containers, they became infested with worms and bacteria, making the waste picker’s job significantly more dangerous and unpleasant. In addition, handling such waste could lead to health risks, such as infections and contamination.
By simply rinsing out food containers, residents could make the job easier, safer, and more dignified for the waste pickers. This wasn’t a call for charity—it was a call for partnership. This small act also meant that more dabbas (food boxes) could be recycled, rather than ending up in landfills or as waste that required extensive sorting. This simple shift in behaviour had a profound impact on the waste management ecosystem in Bengaluru, enabling waste pickers to work more efficiently and with greater respect.
Recognising that real behaviour change begins by designing with communities—not for them—#WashTheDabba was embedded within BBC Media Action’s PRIDE framework: Pathway to Respect, Identity, Dignity, and Empowerment. With support from the H&M Foundation, the campaign took root.
In 2022, the Happy Number song launched, giving Bengaluru a tangible goal: reduce waste reaching the city's landfills. #WashTheDabba became one of the key actions supporting this goal—a small shift in daily habit with outsized systemic impact.
In 2024, the campaign took a creative leap: food was given a voice.
Across social media, leftover Idlis and Biryani began speaking from inside discarded, grimy boxes—lamenting their fate. The tone was playful, the visuals relatable and the message hard to ignore.
But digital was just the beginning. The campaign showed up in the physical world too:
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Each touchpoint acted as a behavioural nudge—clear, achievable, and contextually grounded.
To take the message further, the campaign brought on board cultural influencers who added their own voice, humour, and authenticity:
So far, nearly 20 influencers have amplified the message of #WashTheDabba. Their content turned #WashTheDabba into more than a hashtag—it became a behavioural norm. A reel using Hanuman Kind’s trending track Big Dawgs went viral, garnering 13 million views and drawing attention to @Invaluables.Bengaluru across the country.
By the end of 2024, a third-party evaluation confirmed the campaign’s impact:
The campaign succeeded not by guilt-tripping, but by enabling. Social media data and feedback revealed a significant shift in how residents viewed waste pickers—terms like “warriors,” “influencers,” and “queens” began to replace the earlier, more dismissive language. The campaign’s ability to shift this public perception was one of its major wins.
Perception data from our research further confirmed this shift. A marked increase in positive sentiment was reflected in both online engagement and offline interactions with the Invaluable Recyclers.
Residents began recognising the contributions of the #InvaluableRecyclers. One recycler, Mary, featured in a campaign video, shared: “People now bring newspapers with my photo to our DWCC.”
The ripple effect was unmistakable:
But the movement didn’t stop there. The campaign sparked queries from cities across India, including Ladakh and Delhi, with many expressing interest in bringing the campaign to their regions.
Additionally, the Homeal collaboration took the campaign further, amplifying the message and engaging more communities. And the campaign’s success caught the attention of the Tamil Nadu Government, which invited the team to share learnings and strategies, a moment of pride for Saamuhika Shakti. From community screenings to interactive art installations at Echoes of Earth, the campaign transcended boundaries—geographic, cultural, and institutional.
As BBC Media Action continues to co-create with the people living and working within the waste ecosystem, one belief remains central:
Small actions, when grounded in respect, can ignite movements.
So, the next time a food order arrives, and the container is rinsed before being thrown out, it’s more than hygiene. It’s a nod to the empowered voices of Bengaluru’s #InvaluableRecyclers—the people who turned a simple ask into a powerful movement.
By Neema Gupta, Research Manager, Soma Katiyar, Executive Creative Director; Tej Prakash Yadav, Head of Project - PRIDE, BBC Media Action
What does it take to spark a behaviour change movement in India’s Silicon Valley?
For Saamuhika Shakti partner BBC Media Action, the answer lies in the power of insight-led storytelling—narratives rooted in empathy, co-creation, and strategic communication design. #WashTheDabba is one such story. What began as a modest request—empty, rinse, and dry your food containers before throwing them out—grew into a city-wide movement that not only influenced public behaviour but also nudged the systems that govern Bengaluru’s waste.
In 2021, as part of the #Invaluables initiative, BBC Media Action conducted an impact evaluation that revealed a crucial insight. While many residents of Bengaluru were aware of waste pickers and their work, their support remained largely passive — rooted in sympathy, not empathy.
This led to a simple but revealing question posed to the waste picker community:
“How can the city support you?”
Their answer was equally straightforward:
“Please don’t dispose containers with food in them.”
Behind that plea lay layers of invisible labour, health risks, and dignity. Sorting soiled containers was not only unhygienic but deeply discouraging. When food was left inside containers, they became infested with worms and bacteria, making the waste picker’s job significantly more dangerous and unpleasant. In addition, handling such waste could lead to health risks, such as infections and contamination.
By simply rinsing out food containers, residents could make the job easier, safer, and more dignified for the waste pickers. This wasn’t a call for charity—it was a call for partnership. This small act also meant that more dabbas (food boxes) could be recycled, rather than ending up in landfills or as waste that required extensive sorting. This simple shift in behaviour had a profound impact on the waste management ecosystem in Bengaluru, enabling waste pickers to work more efficiently and with greater respect.
Recognising that real behaviour change begins by designing with communities—not for them—#WashTheDabba was embedded within BBC Media Action’s PRIDE framework: Pathway to Respect, Identity, Dignity, and Empowerment. With support from the H&M Foundation, the campaign took root.
In 2022, the Happy Number song launched, giving Bengaluru a tangible goal: reduce waste reaching the city's landfills. #WashTheDabba became one of the key actions supporting this goal—a small shift in daily habit with outsized systemic impact.
In 2024, the campaign took a creative leap: food was given a voice.
Across social media, leftover Idlis and Biryani began speaking from inside discarded, grimy boxes—lamenting their fate. The tone was playful, the visuals relatable and the message hard to ignore.
But digital was just the beginning. The campaign showed up in the physical world too:
Each touchpoint acted as a behavioural nudge—clear, achievable, and contextually grounded.
To take the message further, the campaign brought on board cultural influencers who added their own voice, humour, and authenticity:
So far, nearly 20 influencers have amplified the message of #WashTheDabba. Their content turned #WashTheDabba into more than a hashtag—it became a behavioural norm. A reel using Hanuman Kind’s trending track Big Dawgs went viral, garnering 13 million views and drawing attention to @Invaluables.Bengaluru across the country.
By the end of 2024, a third-party evaluation confirmed the campaign’s impact:
The campaign succeeded not by guilt-tripping, but by enabling. Social media data and feedback revealed a significant shift in how residents viewed waste pickers—terms like “warriors,” “influencers,” and “queens” began to replace the earlier, more dismissive language. The campaign’s ability to shift this public perception was one of its major wins.
Perception data from our research further confirmed this shift. A marked increase in positive sentiment was reflected in both online engagement and offline interactions with the Invaluable Recyclers.
Residents began recognising the contributions of the #InvaluableRecyclers. One recycler, Mary, featured in a campaign video, shared: “People now bring newspapers with my photo to our DWCC.”
The ripple effect was unmistakable:
But the movement didn’t stop there. The campaign sparked queries from cities across India, including Ladakh and Delhi, with many expressing interest in bringing the campaign to their regions.
Additionally, the Homeal collaboration took the campaign further, amplifying the message and engaging more communities. And the campaign’s success caught the attention of the Tamil Nadu Government, which invited the team to share learnings and strategies, a moment of pride for Saamuhika Shakti. From community screenings to interactive art installations at Echoes of Earth, the campaign transcended boundaries—geographic, cultural, and institutional.
As BBC Media Action continues to co-create with the people living and working within the waste ecosystem, one belief remains central:
Small actions, when grounded in respect, can ignite movements.
So, the next time a food order arrives, and the container is rinsed before being thrown out, it’s more than hygiene. It’s a nod to the empowered voices of Bengaluru’s #InvaluableRecyclers—the people who turned a simple ask into a powerful movement.
