The Body Shop Cause Marketing

 
 

Waste Collectors, the unsung heroes of our society, often live on the fringes of poverty, struggling to make ends meet with low earnings and minimal savings. The COVID-19 pandemic exacerbated their challenges, pushing many into desperate poverty due to the loss of livelihoods and a lack of social protection. In response to this pressing issue, Project for Change (PFC) in collaboration with TBS initiated direct financial assistance, offering a lifeline to the most vulnerable waste collectors. This case study highlights the profound impact of this support through the inspiring journey of Meenakshi Bhajantri, a waste collector from Dharwad and Hubli District.

 

Waste Collectors like Meenakshi faced immense challenges as their meager incomes plummeted further during the pandemic. With little to no savings and no safety net, they were left incredibly vulnerable to economic shocks. The baseline study revealed that one of the most pressing concerns was the permanent loss of earnings, which threatened their very survival.

Recognizing the urgency of the situation, PFC took decisive action by providing direct financial relief to the most vulnerable waste pickers. Each recipient received a cash grant of Rs.1000, a sum that may seem modest to some but held the potential to make a world of difference to those in dire need.

Meenakshi Bhajantri, a pregnant waste collector from Dharwad and Hubli District, faced a harrowing predicament during the pandemic. She was apprehensive about visiting the Community Hospital, a COVID-19 hotspot, and could not afford the expenses of a private hospital. Meenakshi's story reflects the dire choices many vulnerable individuals faced in these challenging times.

However, Meenakshi's life took a positive turn when she received financial assistance from PFC. In her own words, she shared her experience:

"I am pregnant, and I was very scared to go to the Community Hospital since it was a hotspot for COVID-19, and I couldn't afford to go to a private hospital. With the money I got from PFC, I was able to go for an ultrasound, and PFC also dropped my medicine home. I am very grateful to PFC for a healthy pregnancy."

Meenakshi's story is a testament to the transformative power of direct financial assistance. It provided her with the means to access essential healthcare services during a critical time, ensuring the well-being of both herself and her unborn child.

The objective of PFC's direct financial assistance was twofold: to provide immediate financial security and to alleviate the burden of waste pickers facing desperate poverty. Meenakshi's case exemplifies how this support had a profound impact on her life, offering a glimmer of hope during uncertain times.