In a large warehouse filled with plastic, glass, and newspapers, Sara Samaniego, 32, films a video for her substantial social media following across Instagram, TikTok, and YouTube. Known for her vibrant persona and trademark blue jumpsuit, she has gained international recognition as Latin America's first recycling influencer.
Ms. Samaniego educates her audience on proper recycling practices through her character, Marce the Recycler, while also highlighting the often-overlooked community of informal recyclers in Bogotá, Colombia. The city relies on approximately 26,000 informal recyclers due to the absence of a scheduled government waste collection service.
These recyclers, many of whom are heads of families, sift through garbage to collect recyclables, earning around $35 a week, which is half the country's minimum wage. Ms. Samaniego's videos encourage viewers to clean their recyclables, thereby facilitating the work of these informal workers.
Her content aims to humanize a group often marginalized in society. In one video, recyclers discuss the misconceptions they face, such as being perceived as criminals or drug users. Ms. Samaniego invites viewers to recognize the dignity of their work.
During the COVID-19 pandemic, she raised funds to support informal recyclers, leading to the establishment of her nonprofit, Recycling Love, which provides healthcare and other services. Milena Cantor, a long-time recycler, expressed gratitude for Ms. Samaniego's efforts to educate the public about recycling.
Ms. Samaniego's interest in recycling began in her childhood, influenced by her experiences in rural areas where waste management was lacking. Her academic background in communications led her to create a documentary about informal recyclers, which shifted her perspective on their struggles.
After starting a digital marketing agency, she realized the potential of social media to raise awareness about recycling. Her character, Marce, was developed after she found it challenging to recruit actual recyclers for her videos. She spent time with recyclers to authentically portray their experiences.
Since uploading her first video in May 2019, Ms. Samaniego's platform has gained significant traction, inspiring many to adopt better recycling habits. Her influence extends beyond Bogotá, with educators like Gina Villabon using her content to teach environmental responsibility to students.
As Ms. Samaniego continues to create engaging content, she remains committed to advocating for the recycling community and promoting sustainable practices among her followers.