A creative twist to a social plague.

Waste is a huge problem in the world - especially here in Nigeria. The gospel of recycling has been preached repeatedly but with no obvious impact.

The challenge was the average man on the street who couldn't be bothered about what happens to his plastic PET bottle after he drinks the content. The one who carelessly tosses his bottle into the gutter after his thirst is sated.

This seemingly unexposed crowd is fiercely loyal, as seen by their commitment to their football teams. We decided to create a HERO with a message - a hero who, just like them, was looking to survive and make the world a better place.

We created a radio drama series called 'Trash na Moni' - (trash is money) that told the story of Ikenna - a fierce believer in social change. His tone isn't preachy. He is just like our target audience, surviving by using what the environment gives him to get what he wants.

See the link to Trash na Moni scripts here: https://drive.google.com/drive/u/0/folders/1MfPHgsmQ9FIXVgftGmyNsRdsmv1LmfTg