Gertrude’s Children’s Hospital, in partnership with Ogilvy Africa, a renowned marketing and communications agency, has unveiled a new campaign to address the escalating problem of medicine and pharmaceutical waste management. The initiative aims to raise awareness about proper medicine care and safe disposal methods to prevent unused and expired medicines from being mishandled or contaminating the environment, including soil and water systems.
Improper disposal of pharmaceutical products not only leads to contamination of land and water, but also contributes to the hazardous trade of reselling such products to vulnerable communities, posing risks to both the environment and public health. The launch of this initiative marks a significant step towards a sustainable and healthier future for everyone. There is a serious lack of awareness amongst the general public about the health hazard we create every time we throw away old medicines in our garbage cans. DispoSafely is an attempt to bring about systematic behavior change that would protect our environment and reduce public health risks.
Despite the existence of policy guidance on pharmaceutical waste disposal, there is a gap in implementation in the public sphere. Factors such as low awareness among the public about proper disposal methods, insufficient infrastructure for collection and safe disposal of pharmaceutical products, high costs associated with waste management, and the practice of dumping pharmaceutical and medical waste into garbage contribute to the problem.
Recent research in low and middle-income countries has revealed an increase in the availability of unused or expired pharmaceuticals, particularly in the post-COVID era. A study conducted by MDPI suggests that further research is needed, especially in Africa. The findings from a study conducted in Nairobi highlight the relatively weak knowledge regarding safe disposal practices of unused medicines.
“A large percentage of respondents believed that throwing unused medicines in the garbage bin (28%) or flushing them down the toilet (25%) was an acceptable disposal practice. Therefore, there is an urgent need for an awareness campaign to educate the public on the importance of safe disposal practices for pharmaceutical waste to protect human health and the environment,” said the study.
To address these issues, Gertrude’s Children’s Hospital and Ogilvy Africa have developed DispoSafely, a three-pronged program that aims to increase consumer awareness, facilitate the collection and disposal of unused medicines through accredited Gertrude’s Children’s Hospital network in Nairobi, and provide a social gratification for safe drop-offs. Infrastructure for the safe disposal of unused and expired medicines will also be created.
As a creative agency, we are always searching for ideas that can truly make a difference in the world. DispoSafely is one such idea. It is essential that we promote the safe disposal of expired and unused medicines to protect our environment and prevent harmful substances from ending up in our water systems, landfills, or even the black market. We are honored to be part of this initiative and aim to create a significant impact by promoting a change in behavior on how we dispose of medicines and pharma-waste.
Through this initiative, Gertrude’s Children’s Hospital and its satellite clinics in Nairobi will be used as drop-off points for unused and expired medicines and pharmaceutical products for safe disposal and incineration. While the initial rollout will be in Nairobi, Gertrude’s Children’s Hospital and Ogilvy Africa are open to partnering with more organizations from across the country to scale up safe collection and disposal of pharma-waste.