Cartoon Network Africa teams up with ERA to tackle the e-waste crisis in South Africa, using beloved characters to educate and inspire children about responsible e-waste management. Image: Supplied/Burson
Cartoon Network Africa, a popular children’s TV channel, has announced a partnership with the E-Waste Recycling Authority (ERA) as part of its Climate Champions initiative. This collaboration aims to address the growing electronic waste (e-waste) challenge in South Africa by educating and empowering children to become proactive in recycling efforts.
ERA, a registered Producer Responsibility Organisation (PRO), leads South Africa’s e-waste management and implements regulations as per the Waste Electronic and Electrical Equipment (WEEE) Extended Producer Responsibility (EPR) Regulations established in 2021.
With only 12% of e-waste currently being recycled in South Africa, this partnership comes at a critical time, given the rapid growth of e-waste, which is expanding three times faster than general municipal solid waste.
A recent research survey by Cartoon Network found that while 70% of children aged 6-11 across the EMEA region have heard of e-waste, only 30% actually understand what it means. The study highlighted that:
● 97% of South African kids have at least one e-waste item at home, with toys, headphones, and tablets being the most common.
● 64% of South African children either store e-waste items at home or discard them improperly, underscoring the need for better education on this issue.
Using its engaging characters and storytelling, Cartoon Network will produce content to educate children about the dangers of e-waste and the importance of recycling.
This content will include a 'Guide to E-waste' video, e-waste promos, and weekly updates on social media and YouTube, all designed to make the information accessible and interesting for young viewers.
Ashley du Plooy, CEO of ERA, has emphasised the importance of starting e-waste education early, saying, “Understanding what happens to rubbish is good to learn from childhood. Technology is such a big part of kids’ lives these days, and it’s crucial that they understand the importance of recycling e-waste from a young age.”
The initiative will feature various challenges to inspire children to take action, such as the ‘Device Rescue Mission’, where kids check their homes for old electronic devices that can be recycled, and the ‘No Crossed Wires’ challenge, which teaches them to care for their chargers.
Monika Oomen, VP of brand, communications, and digital content strategy for kids EMEA at Warner Bros Discovery, echoed this sentiment, saying, “By combining Cartoon Network’s commitment to engaging storytelling with ERA’s expertise in e-waste management, we can reach kids on a platform they love while empowering them to become environmental champions.”
ERA also provides a comprehensive list of e-waste recycling drop-off points across South Africa to ensure proper disposal of old electronics.
This partnership aims to cultivate a generation of environmentally conscious children who understand the significance of responsible e-waste management and are inspired to make a positive impact on the environment.
Click here to locate an e-waste drop-off or collection point in your area or one that is closest to you.
For more information on how to become a Cartoon Network Climate Champion, visit the Climate Champions website or download the app to discover e-waste facts, quizzes, videos, and new challenges that can make a world of difference.
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