BBC Media Action rolls out ‘Recycle Resolutions’ for cleaner waste practices

BBC Media Action has introduced ‘Recycle Resolutions’, a New Year campaign under its ongoing Invaluables initiative, aimed at reinforcing everyday waste practices that already work. Targeted at Bengalureans, the campaign positions existing habits as renewed commitments for 2026, encouraging citizens to continue actions that improve recycling outcomes and support the safety and dignity of waste pickers.

Rather than promoting new pledges, ‘Recycle Resolutions’ draws on behavioural insights from earlier Invaluables campaigns. It brings together three established actions, 'Wash the Dabba', 'Got Old Clothes', and 'Mark It Red', framing them as collective New Year resolutions. The approach seeks to sustain behaviour change beyond the festive period by highlighting how consistent household practices directly affect informal waste pickers, referred to as Invaluable Recyclers.

 

 

 

 

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The campaign builds on measurable outcomes from previous phases of Invaluables. Wash the Dabba, which encourages people to rinse food containers before disposal, was adopted by 60% of those exposed to the campaign, according to impact evaluation research. Dry Waste Collection Centres across Bengaluru also reported a noticeable improvement in the cleanliness of containers received.

Got Old Clothes focused on more responsible disposal of used garments by asking residents to wash them and hand them over at nearby Dry Waste Collection Centres. Over the course of one month, the initiative helped collect 1.8 tonnes of clothing across 16 centres, almost double the usual volume handled during that period.

Mark It Red addressed the safe disposal of sanitary and diaper waste by urging households to wrap such waste and mark it with a red X. As a result, 41% of the exposed audience began wrapping sanitary and hazardous waste in paper and marking it accordingly, reducing health risks for waste pickers.

BBC Media Action has positioned ‘Recycle Resolutions’ as a reminder to continue these proven behaviours, supported by evidence from earlier campaigns. The initiative forms part of Invaluables, which operates under Saamuhika Shakti, a collective impact programme involving 12 partner organisations working to improve security, dignity and agency for waste pickers.

The campaign has received support from several Bengaluru-based public figures and influencers, including comedian Aiyyo Shraddha, musician Vasu Dixit, actor Bhoomi Shetty and plogging champion PlogRaja. Influencers such as Shiva Rai, Pinky Preet and Hema Gayathri are also participating in amplifying the message across platforms.

Vasu Dixit said, “Real change doesn’t need grand gestures, it’s in the small, daily acts. When we handle our waste responsibly, we make the work of our waste pickers safer and more dignified. ‘Recycle Resolutions’ is a reminder that these simple habits already work and that’s reason enough to keep them going.”

Aiyyo Shraddha added, “Most resolutions fizzle out by February. But these? They’re simple. Wash your dabba, send old clothes to dry waste centres, and help make waste pickers’ jobs safer and dignified. ‘Recycle Resolutions’ is a kind of promise to our environmental stewards. We must actually keep these promises!”

Soma Katiyar, executive creative director, India, BBC Media Action, said the campaign leverages the New Year as a cultural moment to reinforce familiar behaviours. Varinder Kaur Gambhir, country director, India, BBC Media Action, noted that the final phase of Invaluables brings together learnings backed by evidence to encourage shared responsibility towards waste pickers.

‘Recycle Resolutions’ has been rolled out across outdoor formats, including select bus shelters and Namma Metro locations, with additional digital deployments planned across apartment communities in the city.