An Assessment of the Effectiveness of Mass Media Campaigns in Promoting Environmental Sustainability in Nigeria

Abstract

Environmental sustainability is a critical global concern, and Nigeria, as a populous and ecologically diverse nation, faces numerous environmental challenges such as deforestation, pollution and inadequate waste management. In recent years, mass media campaigns have emerged as powerful tools to raise awareness and promote sustainable practices among Nigerians. It is in the light of this that this study assessed the effectiveness of mass media campaigns in promoting environmental sustainability in Nigeria. The researchers embarked on this study with the intent of achieving four objectives, and based on the objectives of this study, four research questions were formulated to serve as a guide for this study. The researchers anchored this study on the Two –Step Flow Theory. Survey was adopted as the most suitable research design for this study, and data were collected through the use of questionnaire. Findings from this study show that mass media campaigns have had a significant impact on increasing public awareness of environmental issues in Nigeria. These campaigns have successfully communicated the urgency of protecting the environment and the consequences of unsustainable practices. Moreover, they have motivated citizens to take action, with many respondents reporting changes in their behaviour such as reducing waste, conserving energy, and supporting environmental initiatives. This study concludes by emphasizing the importance of continued investment in mass media campaigns for environmental sustainability in Nigeria. This study recommends tailoring campaigns to local context, leveraging new media platforms, and enhancing collaboration between government, civil society and the private sector to create a holistic and impactful approach to environmental education and advocacy.