Dentsu Webchutney & Greenscape get insects to tweet for awareness on e-waste
The agency has created special tweeting beacons and installed them in dump yards across India. When an insect comes in the proximity of the device, it fires a tweet from its pool of tweets.
Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched an innovative campaign for IT waste disposition company Greenscape to educate people about the hazards of e-waste.
Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign on Twitter.
The campaign revolves around quirky tweets by insects found in dump yards across India. For this, the agency created special tweeting beacons and installed them in dump yards across India. When an insect comes in the proximity of the device, it fires a tweet from its pool of tweets.
Tiny Bugs Tweet campaign was launched on the World Environment Day. The campaign will continue for two more weeks.
Commenting on the campaign, Sudesh Samaria, Co-Founder and Chief Creative Officer, Dentsu Webchutney said, “Tiny Bugs Tweet delivers the message in a fun and new way. We found that apart from waste, it is bugs that are found in plenty in dump yards. We saw a great opportunity and decided to turn bugs into ambassadors of right e-waste disposing practices. It is unexpected and that’s why interesting.”
India is among the top 5 countries in e-waste generation. E-waste continues to mount as technology continues to advance. It currently includes discarded computer parts, mobile phones, batteries, PCB, Plasma TV, LCDs, air conditioners, refrigerators and so on.
Heavy metals and chemicals contained in the e-waste need to be recycled properly. When discarded the wrong way, e-waste causes pollution, water and soil contamination and severe health hazards. As much as 95% of India’s e-waste is discarded the wrong way. This is mostly due to lack of infrastructure and right framework needed to process e-waste properly.
Talking about the unique campaign, Jeevesh Kumar, CEO, Greenscape India, said, “On an issue like this, it is important to engage first and educate later. Tiny Bugs Tweet does just that. We chose bugs because they are among the first ones to face the hazards of e-waste. And we are among the last ones as hazardous chemicals and heavy metals found in e-waste make it to human food chain through soil and water contamination.”
Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney, said, “E-waste has low awareness and many people don’t even know the problems it is creating for the environment. On the face of it, it’s a problem created by technology and we have employed technology to solve it. Tweeting bugs are our micro influencers who are on a mission to educate the audience regarding the right ways to dispose e-waste.”
E-waste is a problem that will only grow if not addressed right now. Tiny Bugs Tweet is spreading awareness and helping people to know more about e-waste in an interesting way. The tweets might be funny but the issue is serious. Tiny Bugs Tweet are live on twitter @tinybugstweet.
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