Effectiveness of public relations strategies on Clean It Up! campaign at University of Ilorin, Nigeria

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dc.contributor.authorUdende Patrick
dc.date.accessioned2025-05-08T11:21:01Z
dc.date.available2025-05-08T11:21:01Z
dc.date.issued2023
dc.description.abstractGiven the poor culture of environmental cleanliness among students and staff at the University of Ilorin, Nigeria, the authors led Public Relations undergraduates to embark on an advocacy (Clean it Up!) which was an annual campaign. The objective was to enlighten the University community on the need to ensure environmental cleanliness specifically on waste disposal in line with the seventh Millennium Development Goal with a view to effecting attitudinal and behavioural change of staff and students. Target population was all students and staff of Faculty of Communication and Information Sciences where the public relations students were domiciled. Public relations strategies adopted were radio, social media, printed T-shirts and hand bills and actual cleaning of the faculty. The campaign which involved the entire public relations students at the Department of Mass Communication was mounted on Frank Jefkin’s 6 point public relations process. The one-day campaign lasted between 9:30 am and 3:00pm. After the campaign, six staff and nineteen students, at which saturation was attained, were purposively selected and physically interviewed. Findings show that littering appears to be part of life among some staff and students, and that the campaign creates significant impact on waste disposal culture of staff and students as responses from some informants indicate desire to desist from littering; after the campaign, staff and students show commitment to ensure general environmental cleanliness. Findings further show that not too long after the campaign, some staff and students relapsed to their old habits of littering. The study concludes that advocacy campaigns that hallmark public relations are indispensable activity that impacts on all sectors of human existence. The study recommends among other things, the need for facilitators of the campaign to ensure its continuity; and that subsequent campaigns should be re-strategized by prioritizing negative effect as well as evolving punitive and reward strategies for maximum impact.
dc.description.sponsorshipSelf
dc.identifier.citationUdende, P., Mustapha, L.K., Akpede, K.S., Adisa, R.M. & Abdulbaqi, S.S. (2023). Effectiveness of public relations strategies on Clean It Up! campaign at University of Ilorin, Nigeria. Journal of Communication Education (JCE). 3(2), 59-72. Published by Malaysian Association of Communication Educators (MACE
dc.identifier.issn2311-5157
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/123456789/16432
dc.language.isoen
dc.publisherJournal of Communication Education (JCE), 3(2), 59-72, Published by Malaysian Association of Communication Educators (MACE).
dc.relation.ispartofseries3; 2
dc.subjectCampaigns
dc.subjectenvironmental cleanliness
dc.subjectpick it right
dc.subjectmillennium development goals
dc.subjectpublic relations
dc.titleEffectiveness of public relations strategies on Clean It Up! campaign at University of Ilorin, Nigeria
dc.typeArticle

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