Effective behaviour change strategies in environmental communication: a case study of youth involvement in Nairobi
Omondi, F Osano
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This study discuses the involvement of youths in behaviour change communication interventions. It is based on a case study that was carried out on respondents hailing from Eastlands neighbourhood estates of Korogocho, Kariobangi, Dandora , Huruma and Mathare areas within Nairobi North District. These localities experience overwhelming environmental challenges. The study design advanced an overall aim of establishing the factors responsible for low levels of youth response to BCC interventions and to also attempted to offer insights regarding strategies for designing potentially effective environmental behaviour change contents that can be disseminated through available media channels. It also took into account respective channel features that impact positively or negatively on environmental communication. A general outlook has been given to pertinent concepts like emerging media and participatory communication which have in recent years been considered vital in optimizing behaviour change amongst youthful audiences. Findings of this study have unveiled the urgent need to enhance participatory mechanisms in BCC approaches with regard to E C. Undertaking strategic methods in content designs, formats and patterns of delivery that ultimately target the youth through the more attractive forms of emerging and alternate mediums is a fact that can not be overlooked. Conclusions drawn from the study point to the huge gap of research that still remains to be carried out by practitioners in all areas of sustainable development but more so within the twin fields of Behaviour Change Communication and Environmental Communication in a collaborative manner. The study primarily sought to establish the crucial linking points and approaches that would provide complementarity between these two related fields which formed the basis of this study. As in most other current research practicesthis study clearly outlined objectives indicating the scholarly gaps and needs it desired to fill. That aim has been well achieved from the findings documented in Chapter four and yet the discussion in Chapter five has substantiated current status of Behaviour Change attempts in E C interventions among youth audiences in Kenya. Finally, the study has given recommendations on the way forward.