IEC CAMPAIGN STRATEGY ON
E-WASTE AND
ITS PROPER DISPOSAL
CAMPAIGN 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. NEMA
2. CFSK
3. Ministry of Public Health and Sanitation
4. CCK
5. KEBS
6. KAM
7. Mass Media
8. Telecommunication Industry
9. UNEP
10.CCN
11. KNCPC
STRATEGIC (OVERALL) OBJECTIVE
To create awareness on ewaste 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 disposal
2. 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…