From Policy to Practice: How Institutional Attitudes and Processes Within MDAS and NGOS Shape Child Labour Communication Campaigns in Ghana’s Fisheries Sector

Abstract

Child labour in Ghana’s fisheries sector, notably in Lake Volta communities, remains a critical socio-economic and rights challenge despite numerous Behaviour Change Communication (BCC) campaigns by government Ministries, Departments and Agencies (MDAs) and Non-Governmental Organisations (NGOs). This research investigates how internal institutional processes – specifically ideation, design and decision-making – shape the development and implementation of child labour communication campaigns. Guided by Institutional Theory and Policy Implementation Theory, with design thinking as a supplementary analytical lens, the study examines how organisational norms and community engagement influence campaign strategies. It employs a qualitative case study approach, utilising ethnographic methods (semi-structured interviews, participant observation and document analysis) with key informants from selected MDAs and NGOs. The study addresses questions of how campaign ideas are generated and finalised, how community input is integrated, and the alignment of existing practices with human-centred design principles. Findings are expected to reveal the role of participatory ideation and community alignment in campaign effectiveness. The study aims to provide theoretical insights for development communication and practical guidance for policymakers and campaign designers seeking to reduce child labour in Ghana.