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The Dirty Picture: Creative campaign encouraging people to keep Delhi clean

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Karma Recycling and Delhi I Love You (DILY) have collaborated with architect Shialy Gupta to create awareness regarding garbage, recycling, and proper disposal of waste to keep the capital city clean.

The team has come up with a creative idea; ‘The Dirty Picture’ campaign, to attract attention of public towards the issue.

Poster from popular Bollywood films are tweaked and posted on 55 to 60 locations in South Delhi. Bollywood actors Shahrukh Khan, Kajol, Raj Kumar, Shridevi are shown singing and dancing amid piles of garbage. The films like Kuch Kuch Hota Hai, Dilwale Dulhaniyan Le Jayenge, Mr India etc. can be seen on wide posters on walls.

 

the dirty picture campaign delhi

Through posters, a clear message is blended with humor and popularity of celebrities. People are nuts about Bollywood, and they wouldn’t miss these posters – that’s the clear idea.

 

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Through posters, a clear message is blended with humor and popularity of celebrities. People are nuts about Bollywood, and they wouldn’t miss these posters – that’s the clear idea.

The locations where these posters are posted were suggested by Delhi waste management and includes Defence Colony, RK Puram and Greater Kaiash -2.

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Ghiya , explaining the aim behind this initiative, said

“People want to reduce and reuse their waste, they just don’t know how. We hope they will log on to the website, which is mentioned on the posters. So far, the response has been encouraging.This is a great message – if we don’t keep our country clean, who will? Segregating waste and recycling are important, but it is best to create less waste. My message to people is, if you loved your city as much as you love Bollywood, you could live in a much cleaner environment.”

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Such initiatives have now become a necessity for a place like Delhi that produces 8,500 tonnes of solid waste, 5,000 tonnes of e-waste, 500-600 million gallon of sewage and 10 metric tonnes of bio-medical waste daily. Sadly, only five percent of it is recycled despite the fact that as much as 50 percent of the waste is good enough for composting, and 30 percent of it is recyclable.

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The only recyclers in Delhi are rag pickers and junk-collectors. But this workforce isn’t connected to government programs and people involved in it are not trained to handle hazardous waste, such as bio-medical waste and e-waste.

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Educated section of society is aware of environmental concerns, but it doesn’t bother to follow ethical path that suggests creating least possible waste and recycle or re-use generated waste. Majority of public isn’t aware about the methods to deal with garbage and health and Environmental hazards.

The team has also created a website,  Recycle Your Waste with more details, contact numbers and email addresses for recycling services in Delhi.

 Image Credit : The National

 

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