Assessing South African Anti-litter Campaigns: Success or Failure?

The evolution of anti-litter campaigns in South Africa from 1974 to 2024 reflects a nation's growing environmental consciousness and its efforts to address the challenges of waste management.

Previous campaigns

The Zap it in the Zibi Campaign

Those of us who grew up in South Africa during the 1980s fondly recall Zibi, the eco-friendly ostrich. Alongside his companions, armed with a broom and a dustbin, Zibi graced our television screens, captivating us with a lively song and dance. Its success was evident in the widespread recognition of Zibi and the slogan, which became part of the national lexicon, suggesting a significant impact on public behavior at the time. However, the absence of long-term studies makes it difficult to quantify its lasting effects on litter volumes. The memorable jingle, "Zap it in a Zibi, Zap it in a Zibi bin," was part of a significant anti-litter campaign of that era, a campaign that is sorely needed today. Littering is not merely unsightly on our streets and a public health concern; it has rapidly escalated into a grave environmental threat to our nation.

Current campaigns

The Good Green Deeds Campaign

President Cyril Ramaphosa launched the Good Green Deeds Campaign on March 6, 2019, at Sisa Dukashe Stadium in Mdantsane. Its aim is to engage all sectors of South Africa in becoming more environmentally aware. The campaign strives to foster a change in behavior regarding littering, illegal dumping, and general waste management. While official data on its success is limited, the campaign's integration into national policy indicates a strategic commitment to environmental stewardship. I wonder, however, about the number of citizens who have been truly aware of the Good Green Deeds Campaign during the past five years.

Barbara Creecy has been serving as the Minister of Forestry, Fisheries, and the Environment for the Republic of South Africa since May 30, 2019. The anti-litter campaign falls under her purview. Despite the creation of a commendable logo, the specifics of the campaign's actions remain ambiguous. The general public is left uncertain about the concrete measures being taken to clean the environment, leading to perceptions that the campaign may be all talk and no action. Covid may have also precipitated the early demise of the fleeting campaign, which lacked enduring appeal, a substantial TV presence, or a mascot to captivate the public's imagination.

Barbara Creecy -  Minister of Forestry, Fisheries, and the Environment

The recent Western Cape Initiatives

In recent years, the Western Cape has been at the forefront of provincial initiatives for anti-litter campaigns. With Spring 2022's arrival, Mayor Geordin Hill-Lewis launched a campaign to spring clean Cape Town. The city unveiled its newest ally in the battle against litter: a dustbin with bug eyes, a green body, yellow tights, and oversized black-and-white sneakers, affectionately named 'Bingo' (pronounced Bin-go). His pivotal role involves inspiring individuals, particularly children, through enjoyable and memorable activities, thereby promoting a litter-free environment. The success of these campaigns is typically gauged by their visibility and the level of public involvement, which can result in decreased littering habits.

The #DontBeTrashy campaign aims to raise public awareness and combat littering in the Western Cape's urban areas, with support from businesses, NGOs, the government, schools, and civic organizations.

CapeNature was established to maintain the cleanliness of wilderness areas and public nature reserves in the Western Cape. The organization's goal is to raise awareness about the importance of keeping natural areas litter-free and to educate the public on the severe environmental impact of littering, particularly with plastic waste.

The Role of Non-Governmental Organizations in Litter Removal

WESSA (the Wildlife and Environment Society of South Africa) plays a crucial role in environmental conservation, including efforts to reduce litter in oceans and rivers. Collaborating with various stakeholders, WESSA implements projects that promote environmental education and waste management to mitigate the impact of litter on marine ecosystems. Non-governmental organizations (NGOs) often engage in activities such as beach clean-ups, educational campaigns, and advocating for policy changes to address the sources of marine litter. These collective efforts are vital in preserving aquatic habitats and preventing the detrimental effects of pollution on wildlife and human communities alike. Through initiatives like the Source-to-Sea Framework and partnerships with local communities, NGOs are at the forefront of combating marine litter.

Laws governing littering in South Africa

According to Section 27 of the National Environmental Management: Waste Act 59 of 2008, it is prohibited for anyone to dispose of litter in any manner that pollutes public places, land, vacant lots, water streams, streets, or any area accessible to the public. In Cape Town, individuals found guilty of illegal dumping may incur fines up to R5,000 or face imprisonment for two years. The city provides incentives ranging from R1,000 to R5,000 for whistleblowers who report illegal dumping activities.

Eight facts about littering;

• Littering is a form of pollution and as such it is illegal and can result in an on-the-spot fine or a court appearance and a possible jail sentence.

• Littering is expensive to clean up. Besides being an eyesore it coasts taxpayers millions each year to clean up.

• Littering contributes to climate change by causing ocean pollution, land pollution and air pollution.

• Litter attracts rats, mice and cockroaches.This can also be a breeding ground for bacteria and parasites, which can cause major health risks.

• Litter takes years to decompose and often blocks storm drains and waterways.

• Littering harms animals that may ingest litter, causing them to choke, Litter most effects Dolphins, Whales, Turtles and Fish.

• A recent study on beach litter found that plastic items, including foamed plastics and cigarette butts, accounted for 92% to 99% of litter items by number and 85% to 94% by mass. 

• On-the-go snack food packets such as sweet and ice-cream wrappers as well as chip packets accounted for more or less all food packaging that was street litter, researchers concluded.

What makes a good anti-litter campaign?

A good campaign should:

• drive behavior change.

• appeal to moral values.

• evoke community pride.

• create a clean-up culture.

• prompt people to think about their actions.

• give positive reinforcement.

• create collective responsibility.

• focus on specific issues.

• educate, reinforce and create an infrastructure for collection.

• have an accessible message that reaches the target market.

• have a catchy slogan, song and mascot to gain the attention of the public.

Conclusion

National Government have done little to nothing since announcing 'The Good Green Deeds Campaign'. The campaign has had no physical presence, no coverage in the media especially on SABC. our national broadcaster. no recognisable mascot, logo or trash cans with the campaigns colours and/or slogan on it. The current campaign has not been fully rolled out in the provinces as it was intended. Only the Western Capes have met most of the criteria listed earlier as a successful anti-litter campaign.

South Africa is in need for a more calculated campaign that captures the population's imagination and encourages a positive outcome for a clean South Africa. We are in need of a strategy similar to the 1980's 'Zap it in the Zibi' campaign, which was a clear success. Thank goodness for the non-governmental community groups that have taken it upon themselves to make a difference in our communities. Many of these groups ensure our oceans, rivers, conservancies and neighborhood's remain litter free. During 2023, the Cape Town Central City Improvement District reported collecting over 1,226 tonnes of litter and illegally dumped waste annually. This indicates that despite ongoing recent efforts, litter remains a persistent issue.