With annual waste generation of more than 16 million tons and over 60 million tons of construction waste, Iran is said to be among the top 10 consumers of plastic in the world with more than 10 million tons of plastic being used in the country's packaging industry every year.

Waste collection costs the country some 370 trillion rials (nearly $8.8 billion) alone, excluding the damage it inflicts on the environment and public health.

In December, mindful of these worrisome figures, the country's poor waste management system and a low recycling rate of about 8%, Kaveh Madani, then deputy head of the Iranian Department of Environment's Organization for Education and Research, launched the "Bi-Zobaleh" ("No Waste") challenge on social media to invite and encourage ordinary Iranians to take action. (Madani recently resigned after reported hard-liner pressures).

"One of Iran's problems is that we as Iranians believe we have no impact. This belief is hurting us; why don't we understand that we can have an impact and that in society, all individuals can together have an impact through small things?" Madani told Al-Monitor in a lengthy interview prior to resigning from his high-profile position.