BBC Media Action has launched a campaign to improve social acceptance and draw recognition to the work done by Bengaluru’s waste pickers in an effort to improve their social standing. The campaign has been launched by BBC Media Action India, which is part of a larger collective called Saamuhika Shakti, funded by H&M Foundation, with the objective of improving 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.
BBC Media Action’s campaign focuses on invisibles or waste pickers, as people of Bengaluru don’t recognise the ‘humans behind waste’. And over the course of the project, turn them into #Invaluables. The overall objective of #Invaluables, which is an online community of Bengalureans, is to reveal categories of waste pickers and lift the shroud of invisibility surrounding them. With this initiative, Bengaluru will come closer to the waste picker community through content that will unpack the value and interconnectedness between the two.
Radharani Mitra is Global Creative Advisor at BBC Media Action, the BBC’s international NGO that uses media and communication for development. She mines insights, shapes strategies and tells stories using new and legacy media to bring about social and behaviour change – from 30 second adverts to social media campaigns, from graphic novels to mobile games, from radio shows to rural outreach activities. She has masterminded several short format ‘fast fiction’ radio drama series in different parts of the world - on Ebola in West Africa, on sanitation in India and on Covid in Afghanistan and Somalia. She has also coneptualised two full-fledged TV dramas – AdhaFULL, a whodunit series on gender and Navrangi Re! on urban sanitation. Radharani has played a key role in designing BBC Media Action’s mHealth innovations – Mobile Kunji, Mobile Academy and Kilkari, of which the latter two have been scaled up nationally by the Government of India. She has worked extensively across Asia and Africa country programmes on a variety of themes. Her work has won several Indian and international awards.
Ragini Pasricha is the Director for Content Strategy at BBC Media Action. Combine domain knowledge of adolescent health, maternal and child health, family planning, HIV/STI prevention and nutrition with an understanding of behaviour change communication and communications research. Experience in advocacy with government to scale up RMNCH+A best practices and social and behaviour change communication. Skilled in capacity building and systems strengthening, working with both the public and private health sector. Expertise in implementing performance-based learning and training, Strong analytical and writing skills, belief in rigor and a commitment to excellence.