To ensure : That the link between our consumption and lifestyle and growing volumes of waste is understood and that waste volumes in the Maldives need to be reduced and minimized.

Issue : In recent years, rapid population growth of 1.9%, changing consumption patterns, transportation difficulties and booming tourism have contributed to the growing quantities of waste in the Maldives.  In 2001 the average rate of generation of waste in Male’ was approximately 1.1kg per person per day, in the atolls it was 0.7kg per person per day and at the resorts it was 3.5kg per person per day! Every year this volume is increasing by 4%, so in 2007, it is estimated that 233,000-248,000 tonnes of waste will be generated across the country.
In the Maldives we need to think about the amount of waste we are producing and where it is going, so that we can manage it better. Some types of waste are easier to manage than others because they decompose more quickly. Some wastes can be recycled, others burnt or composted. Some types of waste are also more harmful to the environment and human health than others. Therefore different types of waste need to be managed in different ways.
Strategic approach: This message theme aims to create awareness of how our consumption and lifestyle leads to increased volumes of waste that need to be managed. The benefits of the 3R’s Reduce, Reuse and Recycle will be promoted (use less raw materials, produce less waste and protect our environment).
This approach is based on the Waste Management Hierarchy and is internationally recognized as one of the best approaches to creating awareness of effective waste management. There are a number of misconceptions that need to be addressed as part of the messaging, (i) reducing waste means burning waste; and (ii) reuse and recycling are the same.