Litter, apart from being aesthetically unappealing, has direct financial, environmental and health consequences to individuals, organisations and societies. The indirect (social and environmental costs) and direct costs of picking up litter across South Africa is money that would be better spent elsewhere to improve living standards in South Africa.
And it’s with this knowledge that Woodlands Dairy as part of its Good Movement, is encouraging individuals to Clean up your ‘hood for good.
“Litter blights our streets, parks and beaches and costs us millions of Rands to clear up every year. Clean up your ‘hood for good is here to inspire people to eliminate litter now and for future generations,” remarks Woodlands Dairy/First Choice GM: Sales and Marketing, Tinus Pretorius. “The campaign fights for people’s right to live and work in places they can be proud of and prosper.
“Clean up your ‘hood for good is about more than getting people to pick up litter. We aim to change behaviour permanently by spotlighting the problem and offering creative solutions and incentives.”
The interventions consist of three elements:
Woodlands Dairy is educating people to understand their environment they are in and the impact that littering has. People underestimate the environmental or social damage littering causes, so, therefore, think their actions have little to no adverse effect. It’s for this reason that Woodlands Dairy will be using graphics to demonstrate the impact of littering clearly.
One way it is showing the extent of littering and the variety of litter that exists, Woodlands Dairy has partnered with Colours of You to create a piece of art that is made up entirely of trash. “The artwork will be displayed near our billboard on the R303 as you leave the N2,” adds Pretorius. “By showing the variety of litter that exists, we want people to realise what they can reduce their consumption of, what they can reuse and of course what to recycle.”
Leading by example
As part of the campaign Woodlands Dairy has employed a cleanup crew to clean up specific stretch of road (R303 between the N2 and Humansdorp). As an organisation that understands its potential impact on the environment. “We don’t want to run a campaign and tell people not to litter, we want to lead by example and demonstrate that as a company we’re invested in cleaning up the ‘hood for good,” remarks Pretorius.
By promoting a group identity, Woodlands Dairy is encouraging people to clean up their ‘hood for good, has the potential to increase prosocial behaviour by attaching them to their community.
We each identify with multiple social groups whose their behaviours and habits influence us. For example, a teenager may litter more when they’re with school friends (when the peer identity is active) but not at all when with family (and the family identity is active).
By strengthening the link between individuals’ social group identity and positive behaviour (in this case, not littering) Woodlands Dairy hopes to foster new habits within the community to influence a reduction in litter.
Watch this space, and look forward to more initiatives and incentives to ‘Clean Up Your Hood For Good.’
Author: Kimberley Clare Nanson
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