KEPRO launches “Taka Tu” campaign to champion waste disposal habits on matatus

KENYA – The Kenya Extended Producer Responsibility Organization (KEPRO) has rolled out a groundbreaking public awareness campaign targeting Kenya’s matatu sector, part of its broader Consumer-Led Transformation (CLT) strategy.

Dubbed “Taka Tu: Kutupa Kwa Bin – Help Keep This Bus Litter Free”, the initiative aims to instill responsible waste disposal habits among millions of daily commuters by transforming matatus into mobile environmental ambassadors.

Recognizing the central role of matatus in Kenya’s urban transport culture, KEPRO is collaborating with matatu owners, saccos, and operators to integrate engaging educational tools directly into these vehicles.

The campaign leverages the high visibility and influence of matatus to drive behavioral change from the ground up—making proper waste disposal a normal, everyday habit.

The “Taka Tu” campaign employs a layered and immersive strategy designed to maximize reach and encourage consistent behavior change among matatu passengers.

At the forefront is vibrant exterior branding—matatus will be wrapped in eye-catching slogans and environmental visuals that immediately grab attention and communicate the campaign’s core message even before commuters board.

Inside the vehicles, interior educational materials such as posters, flyers, and, where feasible, digital screens will reinforce the message.

These materials will be designed in both English and Swahili to ensure clarity and accessibility for all passengers, helping to embed the habit of proper waste disposal in daily commuting routines.

To complement visual messaging, the campaign will incorporate audio-visual reminders. Short, engaging audio clips will play periodically during rides, prompting passengers to use the onboard bins and maintain cleanliness within the vehicle. These reminders aim to make proper waste disposal an automatic response.

Another key pillar of the strategy is crew empowerment. Matatu drivers and conductors—often the most consistent point of contact with passengers—will be trained and encouraged to actively promote the “Taka Tu” message.

Their involvement is essential in reinforcing the campaign’s goals and maintaining accountability among commuters.

Finally, strategic bin placement within matatus will ensure that proper waste disposal is not only encouraged but also convenient.

Clearly marked and easily accessible bins will be installed inside the vehicles, removing barriers and making it easier for passengers to do the right thing.

Together, these elements form a comprehensive, multi-sensory campaign aimed at making responsible waste disposal a natural and lasting habit for millions of Kenyans.

At the official launch held in Westlands, Nairobi, James Odongo, CEO of KEPRO, emphasized the initiative’s potential, “Matatus offer a powerful platform to connect with the public daily. Through ‘Taka Tu,’ we aim to normalize the act of putting waste in a bin. This small but critical habit lays the foundation for broader sustainable waste management in Kenya.”

Dishon Kirima, CEO of Tunyce Media, a key campaign partner, added, “We are proud to support this campaign. Matatu operators are eager to create a clean, comfortable experience for passengers, and this initiative strengthens that effort.”

Joab Logemere, Director of Corporate Services at NaMATA, endorsed the program, stating, “A clean public transport system benefits all. We will continue supporting KEPRO and the matatu sector in driving this important message.”

Part of a broader CLT agenda

In addition to the “Taka Tu” initiative, KEPRO is rolling out several other programs under its Consumer-Led Transformation (CLT) strategy, each designed to target specific sectors and demographics with tailored environmental messaging.

One such program is “Shule Bila Taka”, a school-based outreach initiative that promotes proper waste disposal and recycling habits among students.

By educating young learners early on, KEPRO aims to nurture a generation that values sustainability and takes active steps to protect the environment.

Another impactful initiative is “Waste-Free Market Days”, developed in collaboration with county governments.

This program involves setting up waste sorting stations and educational booths in busy open-air markets.

It provides vendors and shoppers with hands-on opportunities to learn about waste separation, recycling, and the importance of reducing litter in public spaces.

KEPRO is also implementing a Community Champions Program, which trains local volunteers to become neighborhood advocates for clean-up efforts and source segregation.

These champions act as grassroots mobilizers, helping to instill a sense of community ownership and responsibility toward waste management.

Complementing these efforts are the “Recycle Right” media campaigns, which use targeted social media posts, radio messages, and other mass communication tools to educate the general public on how to properly sort and recycle common household waste.

These campaigns are designed to be simple, engaging, and widely accessible, helping to demystify recycling practices and encourage participation at the household level.

Together, these ongoing CLT programs represent a holistic approach to behavior change—reaching people in schools, markets, homes, and public transport—with the shared goal of creating a cleaner and more sustainable Kenya.

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