TikTok Inspires Next-Gen leaders Through #ZeroWaster Challenge

TikTok, the leading destination for short-form mobile video, is partnering with Global?Initiatives to launch the environment-themed?#ZeroWaster?challenge from November 8-10, 2019. The?#ZeroWaster??campaign is set to mobilize?TikTok?s global creative community, aiming to inspire and encourage a new generation to take action towards sustainable development. The global campaign is one of the many initiatives under?TikTok?for Good, a long-term initiative launched by?TikTok?to underscore the platform?s commitment and contribution to promote social good.

With over 200 million users in India from the deepest pockets of the country, TikTok has been playing the role of a powerful platform to nudge the cultural consciousness of this varied community.?As per reports?earlier this year, the Central Pollution Control Board of the country stated how India generates close to 26,000 tonnes of plastic waste every day, of which almost 11,000 tonnes is uncollected plastic.?Other reports?also state that?80% of the daily garbage remains exposed and untreated, causing more harm than usual. The?#ZeroWaster?campaign is another effort from the platform to address global issues and concerns that are also pertinent to India.

The?#ZeroWaster?campaign encourages participants to produce zero waste over the course of one to three days, and share those experiences on?TikTok. Some of TikTok?s popular creators will also create educational?TikTok?videos with examples and tips on how to lead a zero-waste lifestyle to spread awareness amongst the community. As part of the partnership, Global Initiatives will also mobilize a global network of students from universities around the world to join this campaign, using their creative ideas to engage followers on?TikTok?and activate support for a sustainable future.

(Videos from?globalinitiatives?on the challenge)

Kim Stengert, Worldwide Fund for Nature (WWF)?s Chief of Strategic Communications?says, ?Increasingly we are seeing the youth step up and take charge to address the most urgent environmental issues like eliminating waste and addressing climate change. The sustainability movement is gaining traction and young people are an important force behind this.?

?We have to act now. Embracing the circular economy approach will be critical for us to move towards a sustainable future and protect our environment and natural resources,? says?Isabelle Louis, Deputy Director of U.N. Environment Programme Asian Pacific Regional Office (UNEP).

The top ten?#ZeroWaster?submissions will be featured at the Responsible Business Forum (RBF) on Sustainable Development, before an audience of over 300 business and sustainability leaders from around the world. The Responsible Business Forum is organised by Global Initiatives, in partnership with global organisations such as the World Wide Fund for Nature (WWF), United Nations Environment Programme (UNEP) and World Business Council For Sustainable Development (WBCSD), and will be held on 18-19 November in Singapore.

“As a popular short form video platform, TikTok has become an important tool for raising awareness and activating support for social causes. I am very excited about the?#ZeroWaster?campaign and how this will galvanise youth to play an even greater role towards achieving zero waste.? said?Tony Gourlay, Chief Executive Officer, Global Initiatives.

TikTok?has previously launched social awareness campaigns that have seen much success including?#SaveOurOceans,?#CleanIndia?and?#ForClimate. These campaigns were launched to raise awareness on Marine Plastic Pollution, Universal Sanitation and Climate Change, respectively. With rampant conversation on plastics and pollution troubles in India, all three campaigns saw creators and users came together to share tips and tricks on how to adopt an environment friendly lifestyle and were very well received by the Indian audience.

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