Accelerating the Attainment of the SDGS Through Social Media: The Case of Youth Advocates Ghana (YAG)

Abstract

With the SDGs calling for broad participation, social media has become a vital tool for youth engagement, advocacy, and information sharing, especially in low- and middle-income settings. This study investigated the role of social media in promoting Sustainable Development Goals (SDGs) advocacy among young people in Ghana, focusing on the strategic use of these platforms by Youth Advocates Ghana (YAG). Employing a qualitative research approach (case study), data was collected through in-depth interviews with YAG staff active in social media campaigns. The thematic analysis identified core themes in YAG’s social media use: platform interactivity, engagement tactics, content diversity, challenges, and the future potential for digital advocacy. Findings show that social media offers NGOs significant benefits, particularly through multimedia options and interactivity, allowing YAG to connect directly with audiences. Platforms like Facebook, Twitter, and LinkedIn enable YAG to reach large youth audiences, facilitating awareness around key SDGs such as SDG 3 (Health), SDG 4 (Education), and SDG 5 (Gender Equality). YAG creates space for youth expression, knowledge sharing, and advocacy through informational and educational content. Challenges include limited internet access, misinformation, cyberbullying, and data costs, which hinder campaign impact and create barriers for marginalised communities. Despite these limitations, social media offers opportunities for future growth. Participants suggested leveraging emerging platforms like TikTok to connect with new demographics and pursue platform verification to enhance credibility and use advanced analytics for better content targeting and audience engagement. The study therefore recommends including policies for affordable internet, digital literacy programs, and online safety initiatives, all of which are essential for empowering NGOs like YAG to maximize social media’s advocacy potential. Future studies should examine platform-specific engagement strategies, cross-border advocacy collaborations, and the long-term effects of social media campaigns on youth perspectives and behaviour.