"Bengaluru […] generates 5,757 metric tonnes of solid waste per day. Estimates suggest that approximately 20,000-30,000 people are engaged in waste picking in the city. BBC Media Action's 'A Pathway to Respect, Identity, Dignity and Empowerment' (PRIDE) project aims to shift negative perceptions about informal waste pickers and highlight their contribution to society in the city of Bengaluru in India. The first phase of the project's social media campaign to tackle these issues reached 21% of Bengaluru's population. Research shows it has improved awareness of informal waste pickers, increased appreciation of the work they do and generated discussion about how they contribute to society." (p.1)