Assessment of communication strategies in the keep Zambia clean, green and health campaign the case of the city of Lusaka.
Date
2024
Authors
Kabamba, Jennipher C.
Journal Title
Journal ISSN
Volume Title
Publisher
The University of Zambia
Abstract
This study aimed to identify the factors influencing the outcomes of communication strategies in the Keep Zambia Clean, Green, and Healthy Campaign (KZCGH) initiated by the Lusaka City Council. Utilising a qualitative design, key informants from Lusaka City Council, totalling six
respondents and eighteen marketers, were interviewed using an interview guide. The research objectives focused on understanding the dynamics of the campaign. The data was analysed using content and thematic analysis. The findings revealed that the campaign's success was attributed to public-private partnerships, community empowerment, and education programs. Private sector involvement, particularly in waste management, showcased the positive impact of collaboration. Continued engagement with the private sector was emphasized for sustained success, indicating a positive shift in cultural attitudes towards cleanliness and civic responsibility. The primary targets of the campaign were the general public and private sector players. Challenges faced by the Lusaka City Council underscored the importance of collaboration among the public, private sector, and government, aligning with the Cultural Studies Approach and the Health Belief Model. The examination of information communicated through various channels highlighted the dominance of public notices and radio advertisements, emphasising the enduring efficacy of traditional methods. The inclusion of social media channels reflected a strategic acknowledgment of the evolving communication landscape. The study identified limited financial contributions, reduced community engagement, and underutilised public-private partnerships as key challenges. Despite the campaign's success in promoting positive attitudes, disease prevention, and overall community well-being, challenges persist. Effectively addressing these challenges necessitates a sustained collaborative effort between the public, private sector, and government, emphasising continuous communication and community engagement. The study concludes with recommendations for addressing the identified challenges and suggests areas for further research based on the findings. Overall, the research underscores the importance of effective communication strategies that consider cultural nuances,
engage diverse stakeholders, and address health-related perceptions for the success and sustainability of the KZCGH.
Description
Thesis of Master of Science in Environmental and Natural Resources Management.