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…