IEC CAMPAIGN STRATEGY ON E-WASTE
AND ITS PROPER DISPOSALCAMPAIGN BASED IN NAIROBI
CITY
BACKGROUND
• What is e-waste?Knowledge is power and the
people must be educated and be made aware that the use of
electronics may eventually turn against them and the future
generations, if strongest measures and policies are not put
in place to control trade and disposal of E-waste.
.
How much E-Waste in Kenya?
Kenya is generating an average of 3000 tones of e-waste
annually.UNEP estimates:
•Refrigerator- 11 400 tonnes•Television- 2800 tonnes
•Personal computers-2500 tonnes
•Printers-500 tonnes•Mobile phones- 150 tonnes
CONSEQUENCES OF IMPROPER DISPOSAL OF E-WASTE
•Environmental Consequences e.g. air pollution when e-waste is
burnt, radioactive corrosion for ozone layer
•Economic Consequences e.g. spending on healthcare, lack of
employment opportunities•Social Consequences e.g. health
deterioration due to lead poisoning and cancerous mercury
Benefits of the e-waste campaign
•Creating awareness and encouraging use of drop
off centers and the recycling center at Ruai•Contribution to national
growth•Clean atmosphere and
environment•Conservation of natural
resources
Application of the theoretical Framework
•Application of social theory
•Application of two-step flow theory
•Application of diffusion of innovations theory
•Application of agenda setting theory
STAKEHOLDER ANALYSIS
1. NEMA2. CFSK
3. Ministry of Public Health and Sanitation4. CCK
5. KEBS6. KAM
7. Mass Media8. Telecommunication Industry
9. UNEP10.CCN
11. KNCPC
STRATEGIC (OVERALL) OBJECTIVE
To create awareness on e-
waste and its proper disposal in Nairobi city within
a period of six months.
SPECIFIC OBJECTIVES
1. To develop media messages to raise awareness on e-waste
and its disposal2. Encourage set-up and use of
e-waste drop off centers in Nairobi city
3. To encourage use of warning slogans on all e-waste-would-
be gadgets 4. To encourage use of existing
e-waste recycling center in Ruai, Embakasi
TARGET GROUP
•Residents in Nairobi city aged 18-35 years
•LSM 5-14 middle to high income earners
•High purchasing power•Literate (College Education)
•Use or Own technology•Seek information from the media
•Mostly communicate in English language
•Have access to Television, radio and the Internet
PRETEST
•Face-to-face interview among a randomly selected sample .
•Sample population asked questions to gauge understanding and appreciation of
the e-waste menace. •Moderator administers the would-be messages to establish attitudes and
perceptions.•The same questions repeated after exposure to messages to determine
attitude and behavior change.
ORAL COMMUNICATION-RADIO
Message interludes between prime time talk shows i.e. morning 6am -
10am & evening 4pm-7pm Presenter mentions using slogans on the same radio stations during the
breakfast show in Classic 105, The Jam on Capital FM, Hits not Homework on Capital FM and the Evening Drive on
Kiss FM.
Written Communication
• Newspaper features in 2 leading dailies namely : -• Daily Nation & The Standard Newspapers• To be published on Tuesdays, Fridays and Weekend.• The target - at least two feature stories every month for the six months of the IEC campaign. • The feature shall outline the dangers of the e-waste, menace, & • The extent of the problem &• The measures to curb the menace.
The feature story
BILLBOARDS
•Billboards erected on the major highways: Uhuru Highway (Uhuru Highway-Haile
Sellasie Road roundabout) , Thika Road (Muthaiga roundabout), Mombasa Road
(Lang’ata Road-Mombasa Road roundabout) and Waiyaki Way (Westlands
Roundabout) for the next 6 months invoking interest in people about our e-
waste campaign. •Bill boards on highways are exposed to
audiences, especially during heavy traffic within the city.
POSTERS
•Posters will be placed in the public and private universities and churches located in
Nairobi for the next 6 months.• Posters in learning institutions will
increase awareness to both students and administrators as they are eye-catching.
FLYERS
Will be placed at points of sale of electronic products such as Nokia, Samsung, Life’s
Good (LG) centers as well as Phone Express shops in Nakumatt Supermarket branches
(Lifestyle in Nairobi CBD, Prestige branch in Westlands) as well as computer shops e.g. Computer World in Nairobi’s CBD so that customers can be given copies as they
purchase the electronic products.
BILLBOARD/ POSTER
FLYER
TELEVISION ADVERTS
Tag-line on major electronic manufactures’ & Telecommunication companies’ TV
advertisements i.e. Nokia , Samsung, Safaricom & Airtel
This will help target the consumers of these companies’ products and make the
manufacturers part of the solution to the E-waste menace.
The television advertisements are designed to run in NTV, KTN, Citizen and K24 stations as these stations target our target audiences.
They shall run three times a week, on Mondays, Wednesdays and Saturdays for the
six months.
TELEVISION ADVERTS
E-WASTE ACTION NOW
INTERNET
Fan pages on social networking sites i.e. Facebook.
Ad pop-ups on major search engines i.e. Yahoo & Google
Social networking sites & search engines attract a large number of our target audience
who are internet-savvy. We shall use social media to pass on our e-waste messages. We will have e-waste fan page on facebook. A blog spot will also be
used to pass on our anti e-waste messages to our target group.
FAN PAGE
BLOG SPOT
EVALUATION Increased activity at Nairobi’s Ruai e-waste centre shall
denote success of the campaign. The campaign shall survey to determine the e-waste volume difference at the
centre before and after the campaign. Direct one–on-one interviews shall be administered on a
sample target audience to gauge their level of understanding of e-waste and its proper disposal.
Questionnaires will be administered to randomly selected individuals to test how the campaign has changed their
knowledge, attitude, perception and behavior (see sample questionnaire).
The number of e-waste bins deployed after the campaign by concerned authorities shall denote level of the
campaign success.Observation shall be extended to monitoring use of
warning slogans in electronics shops and on electronic gadgets and the issuance of fliers at the point of sale of
any electronic shop.
Thank you. Lets turn e-waste to ‘e-gold’.
Q&A session starts now…
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