International Journal of Sub-Saharan African Research (IJSSAR)

Background: Climate change communication in Nigeria has increasingly leveraged digital media, particularly through youth-led initiatives on social media platforms. However, despite growing attention to online advocacy in this area, existing studies have largely focused on message dissemination and audience engagement, with limited attention on how digital storytelling techniques in youth-led campaigns shape environmental awareness and behaviour.
Objective: This study investigated digital storytelling techniques in youth-led climate change campaigns such as SustyVibes and PreserveOurRoots and their influence on environmental awareness and pro-environmental behaviour among residents of Enugu, Nigeria.
Method: A mixed method approach was adopted. The qualitative component involved thematic analysis of 30 purposively selected digital materials, including Instagram posts, X threads, and YouTube videos from two youth-led campaigns in Nigeria - SustyVibes and PreserveOurRoots. These were thematically analysed. The quantitative component comprised a survey of 385 respondents across nine neighbourhoods in the three Local Government Areas in Enugu metropolis (Enugu North, Enugu East and Enugu South LGA), selected using the Australian Calculator. Data were collected using a Likert-scale questionnaire with a consistency coefficient of 0.86. The data were analysed using mean scores and standard deviations Results: Findings reveal that the SustyVibes and PreserveOurRoots campaigns employed relatable visual storytelling, humour, and narrative techniques to communicate climate change and sustainable living messages. These strategies moderately enhanced environmental awareness and positively influenced attitudes, but had limited impact on encouraging active, physical participation in climate action.
Conclusion: Digital storytelling in youth-led climate campaigns in Nigeria can effectively shape environmental awareness and attitudes when messages are engaging and contextually relevant. However, converting this influence into active participation may require deliberate framing of climate action as accessible, rewarding, and socially supported.
Unique Contribution: This study contributes to the literature by linking digital storytelling strategies with behavioural outcomes in the context of youth-led climate campaigns, thereby extending beyond general analyses of social media use to examine narrative influence on environmental communication.
Key Recommendation: The study recommends that development communicators, NGOs, and policymakers strengthen support for youth-led digital storytelling initiatives and integrate strategies that encourage deeper behavioural engagement beyond awareness and attitudinal change.