Exploring Communication Strategies For Enhancing Public Participation In Solid Waste Management Campaigns In Accra

Abstract

This study investigates communication strategies for enhancing public participation in solid waste management (SWM) in Accra, Ghana. Despite various campaigns, public engagement in solid waste management activities, such as proper waste disposal, participation in clean-up programs, and reporting sanitation issues, remains low. Guided by Participatory Communication and Social Marketing theories, this qualitative research engaged 50 residents and 8 institutional stakeholders through interviews and focus group discussions. Findings reveal a critical gap between high campaign awareness and low public participation, driven by a trust deficit in formal institutions, top-down communication, and inadequate waste collection infrastructure. Residents showed a strong preference for trusted, interpersonal channels like community durbars and local leaders over mass media. The study concludes that effective communication requires a strategic shift from one-way information dissemination to a participatory, multi-channel model. Key recommendations include leveraging local leaders, using clear, actionable messaging, establishing feedback mechanisms, and aligning communication with reliable service delivery. This research provides a framework for improving SWM communication in Accra and similar urban contexts.