Survey: 70% of children in EMEA never heard of e-waste
July 1, 2024
According to the UN, electronic waste (e-waste) is the world’s fastest-growing domestic waste stream, with production expected to reach 82 million tonnes globally per year by 2030, this includes items such as mobile phones, laptops, MP3 players, plugs and batteries. With e-waste increasingly impacting lives across the globe, and the World Health Organisation calling e-waste the”‘next growing threat to the environment” Cartoon Network has partnered with Envision Racing to launch a cross-platform EMEA wide campaign to inform, engage, and empower children about e-waste.
E-waste is very relevant to Cartoon Network’s audience as it has an increasing impact on kids’ lives. As digital and tech natives, electronics play a fundamental role in their everyday life. All kids around the world can relate to e-waste with toys being a massive source: 7.3 billion e-toys (car racing sets, electric trains, music toys, talking dolls, drones etc) are now discarded annually. That’s an average of 1 per person on Earth.
A research survey undertaken by Cartoon Network found that 70 per cent of children aged 6-11 across the EMEA region, had not heard of e-waste or were aware but not sure / had no idea what it means.
Additional findings from the survey show that:
- Kids in Poland (47 per cent) and South Africa (28 per cent) are more familiar with e-waste than peers in the UK (19 per cent) and France (17 per cent)
- Polish kids (81 per cent) are notably more likely to link e-waste with the correct definition vs other markets; UK (26 per cent) and France (19 per cent) under index.
- Most kids (87 per cent) have at least one e-waste item at home with toys, headphones and tablets being the top three.
- Many kids say they store e-waste items at home or throw them away highlighting the need for education.
In response to this data, Cartoon Network recognised the opportunity to benefit both the planet and children by using its combined platforms, reach, and the expertise of Envision Racing to highlight the issue of electronic waste. The e-waste campaign aims to raise awareness and understanding through new, fun, relatable, and inspiring content designed to encourage action via e-waste-themed Climate Champions challenges, informative videos, quizzes and trivia.
Cartoon Network Climate Champions’ new e-waste video content will air on the Cartoon Network channel and includes a Guide to E-waste video that explains what e-waste is, why it’s an important issue and the basics of how we can help tackle it. Cartoon Network will also air e-waste promos, explaining issues around e-waste with a call to action on how kids can get involved in tackling it, and share weekly uploads to its social and YouTube channels to help broaden reach and drive key e-waste messages home.
In addition, children can find new, fun and informative e-waste content in the Cartoon Network Climate Champions app and on the website. This includes new e-waste challenges, new facts and trivia about e-waste, new quizzes, new voting cards, and new videos featuring real kids talking about the issue of electronic waste.
Warner Bros Discovery, VP Brand, Comms and Digital Content Strategy, Monika Oomen, commented: “E-waste is highly relevant to children, yet our research indicates a notable gap between their intentions and actions, primarily due to a lack of knowledge on proper disposal methods. It is encouraging to witness the agency among kids, and our goal is to help translate their intentions into meaningful actions.”