Exploring the Impact of Social Events as a Development Tool to Promote the Sustainable Development Goals (SDGS): A Public Perspective on Global Citizen Festival 2022

Abstract

The study explores the role of the Global Citizen Festival 2022 as a platform for promoting awareness, engagement, and action towards the Sustainable Development Goals (SDGs). Employing a qualitative research design, the study gathered insights from 15 purposively sampled participants, including attendees, organizers, and stakeholders, through semi-structured interviews. The data were analyzed thematically to uncover recurring patterns and themes related to public awareness of the SDGs, the influence of media coverage, and the effectiveness of social events in fostering engagement. Findings revealed that the festival significantly enhanced public awareness of the SDGs, with participants highlighting the impact of entertainment and visual storytelling in conveying messages about sustainability. However, the depth of understanding varied, with some attendees prioritizing entertainment over educational content. Media coverage was identified as a key amplifier of the festival’s reach, though criticisms were raised regarding the focus on entertainment at the expense of SDG messaging. The study also found that the festival inspired tangible actions, such as donations and participation in environmental campaigns, demonstrating its potential to mobilize support for global initiatives. Challenges in sustaining engagement post-event emerged as a significant theme, with participants emphasizing the need for follow-up initiatives and clearer messaging. The study concluded that while the Global Citizen Festival effectively raised awareness and inspired action, its impact could be amplified through strategic planning, including the integration of local leaders, the use of digital platforms, and more inclusive outreach strategies. Recommendations included enhancing the clarity of SDG messaging, leveraging youth-driven initiatives, and expanding the accessibility of events to underrepresented communities.