chapter
04
The youth had been through a systematic approach of observation and discovery, of their surroundings but also of their people and of themselves. They had pinpointed the problems they wanted to address and even delved deeper to pinpoint the mindsets and behaviours driving and perpetuating those problems. But the time had come for them to develop some solutions. And that is the crux of this final 3rd Circle, under the initiative Youth 4 Clean Communities and Sustainable Packaging.
So, again with around 500 youth, not all of whom were part of the previous phases, shared and got caught up on all the happenings and learnings. And then together, they had to decide what aspects of this problem they could realistically solve first.
Which problem was most pressing and most understood?
The black polythene bags —non-recyclable, non-biodegradable yet ubiquitously used— became the target.
What information did they already have about this?
Well, they already understood the habits and mindset behind the overuse of these bags: Customers go to stores expecting to get them for free to hold their purchases and take them home by the dozens. If customers aren’t offered or given these bags, they feel like they are not being valued by storeowners. But the youth also knew that storeowners aren’t thrilled with the situation. For them, the bags are a hassle and an expense, but one they are beholden to because of customer expectations and desires.
So, if they were really going to make a difference here, they understood that they not only change mindsets like they had begun to do before, they also had to provide a better alternative.
Armed with the inspiration of the traditional practices rediscovered before, they began to realise some innovation was necessary. How could they meld these traditions with modern needs?
And so the youth began to explore product design, eco-social design and how to attempt both in a circular way. A way that would not repeat the problems they were already facing with plastic.
Enter now, two masters of craft to help pass along their knowledge to the students: One working with baskets woven from traditional natural materials like elephant grass, and the other a designer working with traditionally-made tissues from organic cotton.
With the financial support of Mirja Sachs Foundation, Theia International set up the first “Knowledge Hub” in the Regional Library, with books on these different topics being delivered since there were nearly none existing for children and teens. In cooperation with Blue Knights Book Store in Accra, the team was able to select hight quality books on topics like nature, science and waste. But knowledge was not only consumed in this project, it was created and shared as well! Partnering with AAG Publishing House in Wa, the team wrote and produced a book linked to the region about organic gardening practices for food and food waste.
Not only did the youth learn about these biomaterials and how to create new products, they learned about how to design those products with consumers in mind. Consumers with very particular needs and wants when it came to these products. They had to ensure that the products they made out of these materials fit various bills: useful and easy to use, appealing, recyclable, biodegradable, regenerative, sustainable. It had to be something that fit with the customer behaviour but produced different end results than the current offering. To achieve this, the youth explored different consumer realities, stepping into the shoes of different consumer personas through pragmatic questions: How does this consumer get to the store? By foot, public transport or driving? How does she hold the bags? Is this practical? Is this comfortable? What are better alternatives?
In the midst of these explorations and sessions with the crafters, another important realisation began to unfold for these youth: The more people choose to use these plastic bags, the less they choose to buy handcrafted baskets and bags. And so, not only are people actively making a choice to use something that is polluting their communities, they are also reducing the viability of their main alternatives by pushing crafters out of business. And even worse, they are setting the stage for the knowledge these crafters hold to be lost to time —because if no one is buying, the crafters must eventually stop making… and eventually there would be no point to passing on the knowledge. The youth came to a full understanding that eventually, the dangerous choice being made would no longer be a choice, as no alternative would remain in existence. This spurred the youth on to invest their time and effort in crafting solutions. They shared their product ideas, their drawings and notes. They were excited to put all they had learned to good use.
Finally, a large event, with almost all 500 youth, was held. The first feature was a lively debate, where they discussed all they had learnt about materials, traditional practices and product design, sharing the thought process behind each design choice, all the little details they had learned to consider: If a bag is heavy, what can stop it from hurting a woman’s shoulder? How do men and boys carry bags and baskets compared to women carrying them? What materials would ensure longevity and ensure a balance with the “footprint” of its production? What weaving style would be best suited for the design? How to make these products valuable and worth the cost to their consumers? And on, and on, and on.
Interestingly, with all the details the youth had to consider for just one simple product, their teachers, from all different disciplines, took note of how much easier the students were able to grasp various concepts, from math to biology, because they were so engaged in understanding what they needed to in order to solve the larger puzzle they had on their hands. The second part of this event was hands-on production, taking all those great ideas and materialising them. Two groups were formed, one working with the designer to design and create bags, and the other working with the weaver to learn how to create baskets from scratch with the elephant grass. And at the end of the day, two products had been brought into being, an innovative, multifunctional bag and a sturdy, stylish basket the youth were pleased to present.
Later on the youth created more of these products, proudly displaying them in a fashion show at the final event of the project. This show was not just a visual showcase, it was an opportunity for stakeholders in the communities to see the potential in these innovative takes on traditional crafts and discuss ways in which they, along with the youth, could make this new business idea sustainable, future-oriented and regenerative. With products that wove together not just materials, but new ideas with old ones, the youth had found a solution they could wear with pride and joy. It was innovation through tradition. These weren’t just old-fashioned stuff, these were products that were stylish, eco-friendly, practical and affordable! Everything they could ask for to go about offering a viable alternative to the plastic bags (and the mindsets) that they had sought to combat.
For one, our study has shown that the youth are now 100% aware of the consequences of single-use plastic for their environment and their health. Moreover, they discovered wider social ramifications, like the loss of traditional knowledge and alternatives. They re-discovered their traditions, learning how to tie it together with new, state of the art methods in eco-friendly social product design.
They also had their eyes opened to options for their lives and careers that were previously unfathomable. 75% of the girls, for example, are now interested in topics like biology, biomaterials and biotechnology because they have been able to explore these new fields in their own environmental context. With youth unemployment high, many youth in Ghana today are being educated for jobs that may not exist tomorrow. Projects like this broaden their horizons and get them ready to craft a life, and future, that can only benefit their nation as a whole.
