Swachh Bharat Abhiyan and the canadian environment week: case studies in sustainable development campaigns
Keywords:
Swachh Bharat Abhiyan; Canadian Environment Week; Sustainable development campaign; new media; waste management; 3R principle.Abstract
With the increasing realization of the importance of communication for sustainable development, the integration of the new media in environmental campaigns has emerged as an indispensable tool for changing people’s behaviour en masse. This paper studies two strategic sustainable development campaigns: India’s Swachh Bharat Abhiyan and the Canadian Environment Week. In both the pursuits, the new media has been used extensively to create public awareness about sustainability to motivate people to be participants as well as change agents of sustainable development in the collective interest of personal, national, and global sustainability. In this article, the agenda and the action of both the campaigns as well as their key narratives have been analysed to highlight the emerging trends in sustainable development communication.
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