The #WashTheDabba initiative launched by BBC Media Action to promote safer and more respectful methods of disposing of waste in Bengaluru has earned international acclaim with two awards at The Anthem Awards in 2025, one Gold for Sustainability, Environment and Diversity, and one Silver for Diversity, Equity and Inclusion. The Anthem Awards are presented by the International Academy of Digital Arts and Sciences and honour global initiatives that create social impact.
As part of this initiative, residents of Bengaluru were encouraged to rinse, dry, and properly dispose of plastic food containers before disposal. As a direct response to a major issue identified by waste pickers, i.e., the presence of food residue negatively affects the recyclability of materials while creating an unsafe work environment for those collecting waste. The #WashTheDabba initiative, implemented through Saamuhika Shakti with financial support from the H&M Foundation, is believed to have reached over 3.2 million citizens throughout Bengaluru via digital and social media platforms in addition to outreach activities such as sending reminder messages to inhabitants of 136,000 food containers and distributing digital advertising via screens located in housing societies across the city.
In a recent evaluation conducted by a third party, a total of 44% of those surveyed spontaneously recalled seeing the #WashTheDabba campaign, and 60 % confirmed they had taken some form of action as a result of what they saw and heard during the campaign. Additionally, waste pickers at Dry Waste Collection Centres have noted cleaner and more sanitary plastic containers since the launch of the #WashTheDabba campaign.
According to Soma Katiyar, Executive Creative Director of BBC Media Action India, “The Anthem Awards honour our waste pickers; #WashTheDabba has created an opportunity to restore the dignity of waste pickers and affirm their essential role in the preservation and protection of the environment.”
