The Litterboom Project has launched a new campaign in light of Earth Day to help eradicate even more plastic from the environment.
South Africa (22 April 2024) – In anticipation of the annual celebration of Earth Day today, The Litterboom Project is proud to introduce its innovative Plastic Neutral Campaign. As the world gears up to mark Earth Day, this year’s theme, ‘People vs Plastics,’ resonates deeply with the mission to combat plastic pollution and safeguard the environment. The team is inviting the public to join them in taking action with the Plastic Neutral Campaign, as they work towards creating a cleaner, healthier world for future generations.
The Litterboom Project introduces its innovative Source to Sea approach, a comprehensive strategy aimed at addressing plastic pollution at the source. This upstream, eco-system model encompasses three key pillars: interception, education, and innovation.
The Problem of Plastic Pollution:
The love affair with plastics began in the 1950s, heralding the era of ‘throwaway living’ as Life Magazine declared in 1955. Initially, plastics were a novelty, with reuse being the norm, and our beaches remained pristine. However, over the past 69 years, this relationship has turned toxic.
Today, we are inundated with plastic consumption to the extent that South Africa is projected to surpass its capacity to process waste plastic by March 8th. Globally, ‘Plastic Overshoot Day’ occurs on July 28th, highlighting the relentless accumulation of plastic in our environment. Since the 1950s, only 9% of plastic has been recycled, and 15% incinerated, leaving the majority lingering in our ecosystems.
This pervasive plastic pollution poses a significant threat, with discarded plastic choking rivers, polluting beaches, and harming wildlife. A staggering 80% of ocean plastic originates from approximately 1,000 rivers, underscoring the urgent need for intervention.
Interception:
In the Source to Sea model, interception serves as the primary defence against plastic pollution. River wardens and reclaimers play a crucial role in intercepting plastic waste before it reaches our oceans. Their diligent efforts ensure the removal of all pollution from rivers and oceans, contributing to the restoration of natural ecosystems.
Education:
Education is pivotal in fostering a deeper understanding of the impact of plastic pollution and inspiring meaningful action. The Litterboom Project is committed to empowering communities through educational initiatives. Beach Jam Sessions, that takes place at various locations throughout the year, provides a platform for public engagement, allowing individuals to join clean-up crews and actively participate in tackling plastic waste.
The Litterboom Project have just launched their Education Toolkit for educators in the senior primary phase to engage with their learners around the subject of plastic. The Litterboom Project aims to help equip community members and teachers to have a wider impact within their communities and classes.
Innovation:
The heart of The Litterboom Project lies in its innovative approach to managing environmental plastic waste. Through an end-to-end process, plastic waste collected by the committed river wardens and reclaimers is delivered to their production facility where it is meticulously sorted, washed, shredded, and moulded into useful products. This process is an innovative approach to the plastic waste problem and generates value that is linked back to the teams on the ground.
Collaboration has led to the production of unique products sold by major retailers, including a Plant Stake designed to support pot plants while promoting sustainability. This is the first of many new ideas still to come from this innovative process and fledgling production line!
The Innovation Hub, home to the production line aims to become a small-scale, decentralised solution to tackling environmental plastic, ensuring that we develop higher values for the plastic waste, to create more value for reclaimers and deployment of teams on the ground for further impact.
Additionally, the Wastepreneur programme offers interns a twelve-month learnership that explores the environmental impact of plastic and developing small businesses focused on repurposing waste plastic, as well as core competencies to managing buyback centres, environmental education and further recycling and up-cycling training.
Success Stories and Impact:
The Source to Sea model has already demonstrated significant success in preventing plastic pollution. Collaborations with municipalities, private sectors, and communities have led to the interception of over 1,000,000 kilograms of plastic since its inception in 2017. These efforts highlight the tangible impact of the Litterboom Project in restoring natural ecosystems and combating plastic pollution at its source.
In 2023, The Litterboom project also won the Ocean Africa Innovation Award, which has recognised work done across the whole value chain.
Collaborations and Partnerships:
Partnerships are instrumental in scaling up efforts to combat plastic pollution. Some of the partnerships that have enabled significant impact are thanks to Parley, ARB Electrical, Mr Price Foundation, CHEP, Rare Plastics, Hunt Properties, Fedgroup and many more.
A recent successful meeting with the Mayor of Cape Town has further solidified existing partnerships and strengthened collaboration with the city.
“We hope that this example of City collaboration is one that is replicated in Durban and Johannesburg too, as we build a co-operative governance over our fragile ecosystems and under- pressure landfill sites.”
“Furthermore, The Litterboom Project recognises the importance of collaborative action and remains committed to forging partnerships that promote sustainability and environmental conservation. We believe that many role players are vital in tackling this problem that remains in dire need for improved waste management infrastructure, as well as buy in from plastic producers through their Extended Producer Responsibility plans.”
How to Join the Plastic Neutral Campaign:
Are you ready to make a difference?
“Support our Plastic Neutral Campaign today and take the first step towards reducing your plastic footprint. On average, each person uses roughly 44 kilograms of plastic per year. By donating just R15 per kilogram, you can help remove environmental plastic and become plastic-neutral. Your contribution will enable us to continue our vital work in combating plastic pollution and safeguarding our planet for future generations.”
You can contribute here – https://www.thelitterboomproject.com/plastic-neutral
The Litterboom Project’s Source to Sea approach represents a significant step towards addressing plastic pollution at its roots, through mitigation strategies. By focusing on interception, innovation, and education, the project aims to pave the way for a cleaner, greener future for generations to come.
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