Social and Behavioural Change Communication Strategies in Tackling Sanitation Challenges in Accra: Evaluation of Accra Metropolitan Assembly’s Strategies

Abstract

The problem of sanitation is a major point of discourse in Ghana and its urban cities. This study ascertains the role of Social and Behavioural Change Communication (SBCC) strategies in tackling sanitation challenges in Accra Metropolitan Assembly. A descriptive survey design with a mixed method approach was used for the study. A sample of 230 respondents from the population, made up of 210 households and enterprises, 5 officials of AMA, 5 officials of the private waste management companies, 5 communication and 5 waste management officers were used for the study. The data for the study was collected using questionnaires and interviews, supported with secondary data obtained from documentary reviews. Thematic and content analysis was used to analyse the interviews and documents, while descriptive statistics were used to analyse the questionnaire. The study found that SBCC tactics included advocacy, social mobilization, and behaviour change communication. Also, promoting SWM and sanitation was done at marketplaces, schools, and churches. In addition, the government employed print and video media to educate the population. The SBCC strategies employed to address sanitation were largely effective but nonetheless constrained by certain factors in the aspects of logistics, financing, miseducation and political lack of will.