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highlight their role in the city’s circular economy, celebrating the skills and expertise they bring to the
profession of waste picking”.
Musician Vasu Dixit (@dixitvasu) who composed the Happy Number song said, “We as citizens have a
responsibility towards the informal waste pickers of Bengaluru – of treating them with the respect and
dignity they deserve for protecting our environment. And most importantly, ensuring that the waste we
give them remains recyclable. The Happy Number song was a great opportunity for me to celebrate them
and their work. It would be a dream come true if Bengalureans sing along and recognise waste pickers for
what they do.”
BBC Media Action’s research in Bengaluru showed that even though waste on the streets is visible, and
is of concern, informal waste pickers remain virtually ‘invisible’ to most people. Nearly 55% of
respondents said that informal waste pickers are dirty in appearance while 56% believed that they
shouldn’t be allowed in building complexes and societies.
Shraddha Jain (@AiyyoShraddha), a popular comic, and actor who also collaborated in the previous
phase of the campaign said, “I consider it a privilege to amplify this Happy Number song. What waste
pickers do for Bengaluru is important and there’s no question that their skilled work makes our lives livable.
Happy Number and the #InvaluableReclyers campaign underline their role, and the people of Bengaluru
need to recognise their contribution.
For plastic to be recycled effectively, materials are sorted by waste pickers into over 35 to 70
categories depending upon the type of Godown. Sorters are skilled and experienced in identifying
materials based on appearance, touch sound and thickness.
Vani Murthy (@WormRani), an environmentalist who is passionate about composting and urban
farming said, “Informal waste pickers play a vital role in collecting and recycling plastic and PET waste
generated from the city. If we take simple actions, like washing plastic food containers before discarding
them as waste, this not only keeps the plastic fit for recycling but also makes the job of waste pickers easier
and protects them from the risk of contamination rotting food or waste. Together, let us acknowledge and
respect people who know the value of the waste we discard”
InvaluableRecyclers by BBC Media Action is the second phase of the #Invaluables social media
campaign to shift perceptions about waste picking and informal waste pickers in the city of Bengaluru.
Research after the previous phase of the campaign showed an increase of nearly 6% among
respondents in awareness of informal waste pickers, and their contribution in helping the environment
through waste picking and sorting.
BBC Media Action’s work is part of the H&M Foundation funded Saamuhika Shakti initiative, to improve
the lives of informal waste pickers in Bengaluru. Partners of this collaborative include CARE India,
Hasiru Dala, LabourNet, Save the Children, Social Alpha and WaterAid, along with The Nudge
Foundation serving as the backbone organisation for the intervention.
About BBC Media Action:
BBC Media Action is the BBC’s international charity, and we believe in media and communication for
good. We reach more than 100 million people each year in some of the world’s poorest and most fragile
countries. Our projects and programmes save lives, protect livelihoods, counter misinformation,
challenge prejudice and build democracy. Using a human-centred design approach, our work is rooted
in evidence, powered by insights, and leverages impact-tested, scalable, big ideas to create social and
behaviour change. In India, over the past two decades, we have delivered impact in health (HIV
prevention, tuberculosis diagnosis and treatment, reproductive, maternal, neonatal, and child health),
sanitation, gender equity, climate change and the prevention of bonded labour.
