2025 Winner: Most Compelling Story
Jambojet initially organized beach cleanups along the Kenyan coast to remove plastic waste from coastal environments. However, the effort remained linear, as the collected waste was sorted and ultimately discarded. Through the collaboration with Plastiki Rafiki club, a non-profit student-led club at the International School of Kenya (ISK), the initiative evolved from simple waste collection into a small circular system linking environmental action with community participation, demonstrating how plastic waste could be repurposed instead of disposed of.
Plastic waste collected from beach cleanups and Jambojet’s flight operations was transformed into upcycled items such as fridge magnets and keychains by ISK students from PlastikiRafiki club working with artisans from the Mathare community in Nairobi. To ensure the continuous supply of the plastic, employees from Jambojet were encouraged to bring waste plastics from their houses, and Progressive Welfare Association of Malindi (PWAM), partnership with Jambojet, ensured continuous coastal cleanups, supporting the recycling process.
Overall, there have been over 1,000 kg of plastic diverted from landfills. 10 ISK students gained hands-on sustainability experience, and 15 Mathare artisans earned income themselvesby contributing to the sustainability initiative. Every magnet or keychain handed to a passenger represents a cleaner ocean and a more connected community, proving that Jambojet has successfully shifted the initiative from normal beach cleanups to innovative circular movement.
Multi-Stakeholder Involvement in the Initiative Transformation Process
To expand the initiative beyond isolated cleanup activities, Jambojet engaged multiple stakeholder groups across the airline’s operations and surrounding communities. ISK students from Plastiki Rafiki contributed ideas for repurposing plastic waste, while artisans from the Mathare community in Nairobi transformed collected plastics into upcycled items such as magnets and keychains.
Within the airline, Jambojet employees participated by collecting plastic waste and volunteering in cleanup activities. At airports, passengers were invited to take part through transparent recycling bins where plastic bottles could be deposited for souvenir manufacturing. By connecting students, local artisans, employees, and passengers within a single recycling process, the initiative demonstrated how collaborative action can turn waste management into a shared sustainability effort.
Community Participation as a Driver of Circular Initiatives
The partnership of Jambojet with Plastiki Rafiki illustrates how sustainability initiatives can gain traction when multiple stakeholder groups are actively involved. By combining the ideas of students, the craftsmanship of artisans from the Mathare community, and the participation of employees and passengers, the initiative shows how small-scale actions can contribute to broader environmental awareness and local economic opportunities.
The experience also encouraged Jambojet to explore additional reuse initiatives, such as producing bag tags from retired seat covers and laptop sleeves from repurposed billboards. More broadly, the case offers insight for the aviation sector by demonstrating how waste reduction efforts can be connected with community participation and circular reuse practices. It suggests that sustainability initiatives can extend beyond operational measures by engaging employees, passengers, and local communities in practical reuse activities.
