By Our Staff
BBC Media Action ropes in Shraddha Jain (Aiyyo Shraddha) to spread awareness on proper waste disposal among Bengalureans.
Shraddha Jain, AKA Aiyyo Shraddha one of the most versatile social media influencers in the country known for her humorous takes across themes and issues, has perhaps just delivered her best yet, with a 90 second video on Insta, titled “Eh Whattya!”. In the video, Shraddha 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 of Savithri and thousands like her. With humour laced with satire, Shraddha educates people about proper waste disposal, that could make picking and recycling waste a lot simpler and safer for people like Savithri. Created in collaboration with the #Invaluables initiative of BBC Media Action, the video was an instant hit, transcending boundaries within hours and becoming viral across the country within the first few days.
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.
Commenting on leveraging the power of social media influencers, Ankur Garg, Country Director of 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.”