Dumping waste on the roadside is a major waste disposal problem in several cities across the country. In Jaipur, one NGO has found an innovative solution to not just beautify the streets but also bring in a behavioural change.
Through its ‘Rang De Jaipur’ campaign, Contree has started painting wall murals across Jaipur. The walls chosen are mostly dirty dumping sites. The idea is to bring a behaviour change among the people of the city and improve on their waste disposal habits.
Rohit Agarwal, Founder & CEO, Contree says that their team eyes behavioural change in the residents’ waste dumping habits. “People in general, when they look at a beautiful wall which used to be very poorly kept before, get motivated to not ruin it again or dump waste there,” he says.
So far, the NGO claims to have painted murals on at least four lakh square feet of area in more than 250 projects across the city.
“This is the behavioural nudge that we wanted to deploy through our Rang de campaign. And we hope that brings a long-term behavioural change amongst people,” he added.
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