THE ROLE OF INFORMATION, EDUCATION AND COMMUNICATION (IEC) IN SUSTAINABLE SOLID WASTE MANAGEMENT

Abstract

For a long time, we have lived in denial as far as solid waste management is concerned. It suffered from the
syndrome “Out of sight, out of mind” and we thought that waste was “just waste”. Today, we recognize the fact that
waste is not just waste but a resource. We recognize that waste is “our problem” as its effects pollute our groundwater
and the air we breathe and cause various vector diseases. We also recognize that not just authorities but all stakeholders
including common citizens have a role to play in waste management.
The Swachh Bharat Mission (SBM) that is currently underway is the biggest program globally that is trying to
bring an attitudinal or mindset shift in people. The role of Information, Education and Communication (IEC) in bringing
a transformational shift in attitudes of people cannot be denied. Citizens need to understand the waste basics, the role of
various stakeholders as well as have knowledge of waste solutions in composting and recycling to be able to feel
empowered and inspired to make the qualitative shift. Education and information brings about empowerment. The right
communication strategy is the critical key. This can happen through TV commercials, inspirational radio jingles, waste
books, portals, trainings and awareness workshops, painting and music competitions. The role of school children, youth
and waste champions is critical. Waste management needn’t be looked at as a burden, but as a responsible thing to do.
Waste champions need to be rewarded for championing the cause. Finally, a holistic IES strategy that encompasses all
stakeholders to act responsibly holds the key.