Participatory Campaign Approaches in Greening Africa: A Case of 93.1 IUIU FM Go Green Tree Planting Campaign

This chapter examines the use of participatory Approach in Africa’s institutionalized greening campaigns. In particular, the Islamic University in Uganda (IUIU) community radio’s 93.1 Go Green Revolution Campaign approach in reinvigorating community participation in tree planting campaigns. More specifically, the study explores the community radio’s messaging in fostering its listeners to participate in the 93.1 Go Green Revolution Campaign. The campaign aimed at achieving 93.1 percent of tree planting across different regions of Uganda to enhance livelihoods. A period of five months 93.1 IUIU FM messaging (January-May 2015) were considered. Findings evidence participatory approaches initiated by communities foster greening campaigns more than institutionalized efforts. Findings also show a total of 1,841 tree seedlings of different species: mangoes, oranges, apples, guavas, passion, avocado, grevillea, eucalyptus were collected from listeners and re-distributed to different targeted communities. In addition, over 1,500 Milicia excelsa (Mvule) endangered tree species were institutionally grown and distributed to listeners to protect an endangered tree species in Eastern Uganda. The study’s participatory approach evidences the importance of institutions in engaging communities in greening campaigns. This study deduces the need for continued institutional involvement in fostering greening campaigns in Sub Saharan Africa.