Brown water, murky rivers, cleared forests and fertile lands rendered barren. That’s what illegal mining, popularly known as ‘galamsey’ in Ghana, has severely affected the country’s environment. Illegal mining continues to thrive despite multiple governmental interventions, legal frameworks, military crackdowns, and community mobilization efforts. During Ghana’s 2024 Presidential Elections, the menace became a hot political campaign issue.
The missing link? A strategic communication approach through storytelling to foster behavioral change. For too long, governments over the years have prioritized law enforcement over public persuasion and social influence. The crucial role of communication experts—public relations specialists, filmmakers, journalists, social media influencers among others —in reshaping attitudes and driving lasting behavioral change has been largely overlooked.
The power of strategic communication
Behavioral change is deeply rooted in psychology and sociocultural norms. It requires more than punitive measures; it needs compelling storytelling, emotional connection, and consistent messaging. Many individuals engaged in galamsey see it as a necessity for survival. They are often unaware of the long-term consequences or skeptical about them. A persuasive narrative can redefine the conversation around illegal mining, transforming environmental sustainability into a collective responsibility rather than a government directive.
The current approach to combating illegal mining in Ghana relies heavily on enforcement measures. While the government frequently issues press statements and press conferences to announce punitive crackdowns, these strategies fail to engage those most affected—miners and their communities. Communication efforts remain largely top-down, bureaucratic, and one-dimensional.
Meanwhile, powerful communication platforms—radio, social media, television storytelling, and community-driven campaigns—are underutilized. To be fair, the story of illegal mining has been through the lenses of Ghanaian journalists. But that remains just as journalistic work. A more strategic approach leveraging communication campaign through storytelling to humanize the issue, showcase sustainable alternatives, and amplify community voices.
An intentional communication campaign
Without an intentional, well-crafted, and sustained communication strategy, the fight against illegal mining will remain ineffective. PR professionals can use storytelling to engage audiences on environmental issues. No profession creates emotional connection quite like PR when and highlighting such issues in a significant way.
Narrative development and storytelling play a crucial role in addressing illegal mining. Documentaries, social media campaigns, and radio and TV dramas can highlight personal stories of environmental destruction and restoration, making the issue relatable and inspiring change.
Additionally, engaging influencers and citizen journalists can help reshape public perception. Many young Ghanaians rely on social media for information, and involving influencers and bloggers in content creation on the dangers of illegal mining and the benefits of land restoration can be highly effective.
Community-centered communication is another essential approach. Traditional rulers, religious leaders, and local opinion leaders wield significant influence in Ghana. For instance, the Asantehene Otumfuor Osei Tutu II – The Royal Head of the Asante Kingdom, has been a leading voice against illegal mining. Equipping traditional rulers such as the Asantehene with the right messaging tools can help facilitate conversations about sustainability at the community level.
Furthermore, behavioral change campaigns can drive shifts in attitudes and actions. Drawing inspiration from successful public health communication models, such as Ghana’s HIV/AIDS awareness campaigns, targeted messaging that appeals to emotions, aspirations, and economic realities can be impactful. Posters, jingles, and short films in local languages can make information more accessible and relatable.
Ghana can build a persuasive, people-centered movement that fosters lasting behavioral change. Until communicators are given a central role in galamsey fight, environmental destruction will persist, and the nation’s natural resources will continue to dwindle. It is time to position communication as a cornerstone of environmental sustainability.
Written by Ekow Quandzie,
Head of PR and Sustainability Lead, Global Media Alliance
