Communicating Environmental Advocacy: A Qualitative Study Of Civil Society Campaigns Against Galamsey In Ghana

Abstract

This study explored the communication strategies employed by Civil Society Organizations (CSOs) in Ghana to address illegal small-scale mining, known as galamsey. Employing a qualitative case study design, data were collected through five interviews with CSO members and analyses of twenty organizational documents, including press releases, policy briefs, online news articles, and multimedia advocacy materials. The study examined how CSOs use multichannel communication, message framing, media partnerships, and participatory engagement to raise public awareness, influence policymaking, and promote environmental governance.Findings revealed that CSOs integrate traditional and digital media, participatory forums, and multimedia campaigns to reach diverse audiences effectively. Tailored messaging and framing strategies emphasized environmental degradation, governance failures, and moral responsibility, enhancing the persuasiveness of advocacy campaigns. Media collaborations with journalists and broadcasters strengthened credibility, expanded reach, and sustained advocacy visibility, while participatory community engagement fostered knowledge cocreation, trust, and pro-environmental behaviors.Despite challenges including political interference, limited resources, and structural barriers, CSOs adapted strategies to maintain consistency, legitimacy, and policy impact. The study highlights the critical role of CSOs in environmental advocacy and recommends enhancing media collaboration, expanding community participation, maintaining strategic framing, and institutionalizing advocacy efforts to achieve sustained environmental governance outcomes in Ghana.