Bengaluru: The viral #WashTheDabba campaign, which transformed everyday waste disposal practices in Bengaluru, has earned international recognition at the prestigious Anthem Awards 2025, winning a Gold in Sustainability, Environment, and Diversity and a Silver in Diversity, Equity, and Inclusion.
Created by BBC Media Action, the campaign encouraged citizens to empty, rinse, and dry plastic food containers before disposal, highlighting the critical role of waste pickers in the city’s waste management ecosystem. By turning a simple behaviour into a city-wide movement, #WashTheDabba sparked vital conversations about the recyclability of dry waste and the dignity of waste pickers, drawing participation from actors, artists, influencers, municipal bodies, and leading businesses.
Described by The New York Times as the “Internet’s highest honour,” the Anthem Awards, presented by the International Academy of Digital Arts and Sciences, celebrate outstanding social impact work. This year’s honourees included Paris Hilton, athlete Frances Tiafoe, and philanthropists Tim Gill and Scott Miller.
Speaking about the campaign’s success, Soma Katiyar, Executive Creative Director, BBC Media Action India, said, “The Anthem Awards are an ode to our waste pickers and a tribute to them, who despite their valuable contributions have remained under the shroud of invisibility. #WashTheDabba flips that story by restoring their dignity, reshaping perceptions and shifting power. It is time that we ensure that waste pickers are treated as environmental stewards and equal partners in city’s waste management.”
The integrated campaign reached an estimated 3.2 million people across Bengaluru through a combination of social media, out-of-home activations, reminder messages on 136,000 food containers, digital screens in 65 apartment complexes, and direct outreach. A third-party evaluation conducted in 2024 found that 44% of respondents recalled the campaign unprompted, and 60% reported adopting the behaviour of washing plastic containers before disposal. Waste pickers at Dry Waste Collection Centres also confirmed a noticeable improvement in the cleanliness of the food boxes they received.
Maria Bystedt, Programme Director, H&M Foundation, commented,“This award is a powerful call to action. Waste pickers are not just critical to the waste value chain; they are key enablers of a circular economy. As we move toward decarbonising our systems, we must ensure that this transition is inclusive and just. Waste pickers deserve not only recognition but also a voice and a seat at the table. #WashTheDabba exemplifies how circular solutions can be both inclusive and equitable.”
Varinder Kaur Gambhir, Country Director, India, BBC Media Action, added, “#WashTheDabba is a powerful example of how creative storytelling and community-designed communication can spark everyday behaviour change. We are deeply grateful to the Anthem Awards for this recognition, and to the H&M Foundation for their sustained faith and partnership. Their support makes it possible for us to keep pushing the boundaries of inclusive, people-first development.”
The campaign is part of BBC Media Action’s #Invaluables initiative under Saamuhika Shakti, a collaborative effort with 11 partners and funding support from the H&M Foundation, aimed at empowering waste pickers to lead secure and dignified lives.
Patricia McLoughlin, General Manager, Anthem Awards, said, “This has been a challenging year for the impact sector, but the Winners of the 5th Annual Anthem Awards have shown their resilience and continued commitment to a better tomorrow. This year’s winners are a source of hope, and I am excited to celebrate their work with the world today.”
