1. IEC CAMPAIGN STRATEGY ON E-WASTE AND ITS PROPER DISPOSAL
CAMPAIGN BASED IN NAIROBI CITY

2. 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. .

3. How much E-Waste in Kenya?
Kenya is generating an average of 3000 tones of e-waste annually.
UNEP estimates:
Refrigerator tonnes
Television tonnes
Personal computers-2500 tonnes
Printers-500 tonnes
Mobile phones- 150 tonnes

4. 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

5. 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

6. 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

7. 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

8. STRATEGIC (OVERALL) OBJECTIVE
To create awareness on e-waste and its proper disposal in Nairobi city within a period of six months.

9. 3. To encourage use of warning slogans on all e-waste-would-be gadgets
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

10. 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

11. Face-to-face interview among a randomly selected sample .
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.

12. 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.

13. 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.

14. The feature story

15. 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.

16. 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.

17. 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.

18. BILLBOARD/ POSTER

19. FLYER

20. 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.

21. TELEVISION ADVERTS

22. E-WASTE ACTION NOW

23. 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.

24. FAN PAGE

25. BLOG SPOT

26. 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.

27. Q&A session starts now…
Thank you.
Lets turn e-waste to ‘e-gold’.
Q&A session starts now…
Q&A session starts now