Campus environmental initiatives typically fail because universities impose them through mandates, fines, or compulsory service. Students comply minimally, resentfully, and temporarily. The problem isn't student apathy-it's that top-down communication positions young people as problems to be managed rather than agents of change.
This presentation analyses how I mobilised 400+ volunteers and ₦1,000,000 in sponsorships for the largest campus cleanup in the University of Benin (UNIBEN) history-without any institutional mandate, punishment threat, or course credit incentive. The method: story-driven leadership that reframed waste from an administrative problem to a collective narrative about dignity, pride, and ownership.
Instead of telling students they "should" clean their environment, I asked: "What does this campus say about who we are?" The question shifted framing from obligation to identity. I didn't present solutions; I facilitated storytelling sessions where students named what they wanted their university to represent. They generated the vision-cleanliness became their idea, not mine.
The mobilisation strategy involved crafting differentiated narratives for 35+ partners (local businesses, international NGOs, student organisations, faculty) that connected environmental action to each stakeholder's existing values. For businesses: corporate social responsibility and youth market engagement. For students: reclaiming space and building legacy. For NGOs: youth-led sustainability models.
Results were sustained: waste reduction continued beyond the initial event because students owned the narrative. The presentation offers a replicable framework for youth mobilisation that inverts traditional institutional communication-replacing mandates with storytelling, compliance with co-creation, and authority with relationships.
Campus environmental initiatives typically fail because universities impose them through mandates, fines, or compulsory service. Students comply minimally, resentfully, and temporarily. The problem isn't student apathy-it's that top-down communication positions young people as problems to be managed rather than agents of change.
This presentation analyses how I mobilised 400+ volunteers and ₦1,000,000 in sponsorships for the largest campus cleanup in the University of Benin (UNIBEN) history-without any institutional mandate, punishment threat, or course credit incentive. The method: story-driven leadership that reframed waste from an administrative problem to a collective narrative about dignity, pride, and ownership.
Instead of telling students they "should" clean their environment, I asked: "What does this campus say about who we are?" The question shifted framing from obligation to identity. I didn't present solutions; I facilitated storytelling sessions where students named what they wanted their university to represent. They generated the vision-cleanliness became their idea, not mine.
The mobilisation strategy involved crafting differentiated narratives for 35+ partners (local businesses, international NGOs, student organisations, faculty) that connected environmental action to each stakeholder's existing values. For businesses: corporate social responsibility and youth market engagement. For students: reclaiming space and building legacy. For NGOs: youth-led sustainability models.
Results were sustained: waste reduction continued beyond the initial event because students owned the narrative. The presentation offers a replicable framework for youth mobilisation that inverts traditional institutional ...
International Social and Behavior Change Communication Summit info@sbccsummit.orgProblemas técnicos?
Se estiver tendo problemas de reprodução, tente ajustar a qualidade ou atualizar a página.
Perguntas para o Palestrante?
Use a guia Q&A para enviar perguntas que poderão ser abordadas em sessões de acompanhamento.
