Proposal for "Respected African Elders" PSA Campaign to Reduce Ocean Litter in African Coastal Cities

Proposal for "Respected African Elders" PSA Campaign to Reduce Ocean Litter in African Coastal Cities

See text below the photos. Photos were provided by Dr. Asi Quiggle Atud, professor of Urban Wastewater Management, at the University of Yaounde. His plan and project were funded by a measely $1500 grant from World Reuse Repair and Recycling Association Go Fund Me campaign - which honestly had not expected it to fund even the initial 40+ page plan report.

This will be a two or three part blog... this weekend, Dr Asi's ENPROSA Action Team did a third exercise at the beach in Buea, Cameroon, to compare the labor hours to collect plastic already washed to sea and washed back onto beaches - to the Kg per hour they collected in cities in the EARLY rainy season, when stormwater monsoon rains consolidated it in canals but not yet to the ocean.

While we began doing this to promote it as an alternative to other plastic litter offset measures, we are also reflecting on greenwashing, and possible perverse consequences to making litter a "commodity". We also have yet to fully investigate the plastic brick manufacturing plants which buy or accept the litter this, and other teams like WasteAid doing similar work.

In a social media post on Facebook, another Returned Cameroon Peace Corp Volunteer, remarked that education of African children - future citizens - is also vital.

Gail Spence

True. Teaching young people as part of school curriculum not to litter or pollute also creates new and future generations new behavior and how pollution and littering hurts them and their communities. America did it in the 70’s in many cities and it made a big differences along with putting out more public garbage cans.

So the rest of this post, below the photos and "see more", outlines a proposal for a PSA loosely based upon the flawed but effective "Crying Indian" PSA by Keep America Beautiful in the 1970s.  Send your thoughts. 

Below is the proposal we'll be making based on the "Keep America Beautiful" anti-litter campaign of the 1970s.  We are aware that the funding of the KAB was in part to promote an alternative to more successful container deposit laws, but the promotion of doing the right thing out of conscience is not at all inconsistent with promotion of doing the right thing for a nickel deposit compensation.

How might "Keep Atlantic Beautiful" work in Nigeria, Cameroon, Ghana and other nations with large cities on the coast?

Introduction:

The issue of ocean litter is a growing concern in African coastal cities, posing serious threats to marine life and ecosystems. To address this problem effectively, we propose an African broadcast public service advertising campaign inspired by the success of the 1970s "Crying American Indian" PSA by Keep America Beautiful. However, in our adaptation, we will use respected African elders to convey the message and encourage responsible waste disposal and recycling practices. This campaign aims to raise awareness about the impact of littering on our oceans and inspire behavior change in citizens, businesses, and tourists.

Objective:

The primary objective of this PSA campaign is to reduce littering in African ocean-facing cities by fostering a sense of responsibility, respect, and pride in our natural environment. By leveraging the wisdom and influence of respected African elders, we aim to create a strong emotional connection and inspire citizens to take action to preserve our oceans and coastal areas.

Target Audience:

The campaign will primarily target three key groups:

1. Local Residents: Citizens of coastal cities who play a significant role in generating litter through daily activities.

2. Tourists and Visitors: Encouraging responsible behavior among tourists and visitors to minimize the impact of tourism-related litter.

3. Businesses and Enterprises: Engaging businesses to implement sustainable waste management practices and reduce their environmental footprint.

Key Messages:

1. "Our Oceans, Our Pride": Emphasize the importance of clean oceans and coastal areas as a source of pride and identity for African communities. Highlight African fishing villagers impacted - and saddened - by beach debris.

2. "Respect Our Home": Encourage citizens and tourists to treat the environment with respect, just as they would their own homes.

3. "Be the Change": Inspire individuals to take small, everyday actions that collectively have a significant positive impact on the environment.

Execution:

1. Video PSAs: Create a series of emotionally engaging video PSAs featuring respected African elders expressing their concern about ocean litter and its consequences. The elders will appeal to viewers' sense of cultural identity and shared responsibility.

2. Social Media Campaign: Utilize various social media platforms to reach a broader audience and promote user-generated content showcasing positive environmental actions.

3. Local Partnerships: Collaborate with local NGOs, schools, and community leaders to organize cleanup drives and environmental education workshops.

4. Billboards and Posters: Display impactful visuals of respected African elders alongside the campaign's key messages in strategic locations across the cities.

Evaluation

To measure the campaign's effectiveness, we will track the following key performance indicators:

1. Litter Reduction: Conduct pre-and-post campaign litter surveys to assess the campaign's impact on reducing litter in targeted areas.

2. Social Media Reach: Monitor engagement metrics and user-generated content to evaluate the campaign's online reach and resonance.

3. Public Perception: Conduct surveys to gauge changes in public attitudes and behaviors towards littering and ocean preservation.

Budget

The budget for the "Respected African Elders" PSA campaign will require an African Mass Communications expert to propose a budget using local talent:

• Video Production: $X
• Social Media Management: $X
• Print Materials (Billboards, Posters, etc.): $X
• Community Events and Cleanups: $X
• Research and Evaluation: $X

Total Budget: $X

Conclusion

By leveraging the wisdom and cultural significance of respected African elders, this PSA campaign has the potential to create a lasting impact on reducing ocean litter in African coastal cities. Through emotional storytelling and community involvement, we aim to foster a sense of environmental stewardship and pride among citizens, businesses, and tourists alike. Together, we can preserve the beauty of our oceans for generations to come.