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Advisor(s)
Abstract(s)
Promoted by UNESCO, Education for Sustainable Development (ESD) advocates for the integration of values aimed at changing attitudes and behaviors. This requires pedagogical methods that actively engage students in experiential learning, fostering deep reflection, cultivating critical thinking skills, and encouraging civic commitment to improving the quality of life (Lilian, 2022).
The use of ESD pedagogies in higher education courses fosters a fundamental awareness of sustainability issues among young people as they enter the labor market and encourages them to play an active role in making decisions that will positively impact social transformation.
In active learning methods such as project-based learning, students develop multiple skills that enable active, meaningful, inquiry-based, reflective and collaborative learning (Lee et al., 2014). Through the development of group projects, students simultaneously work on interpersonal skills, collaboration skills, critical thinking skills, communication skills and creativity skills, and acquire knowledge that is more easily internalised because it is self-constructed (Patil & Kamerikar, 2020). Questioning, researching, and seeking innovative and relevant solutions through new perspectives are the basis of creative thinking applied to communication (Rahman, 2017). This implies a mindset in which both extrinsic and intrinsic motivations play a central role alongside the imperative to overcome challenges (Shin, 2018; Amabile, 1993).
This work showcases outcomes from a task assigned to third-year students of the Advertising and Marketing undergraduate program at the School of Communication and Media Studies of the Polytechnic Institute of Lisbon, enrolled in the Branding Storytelling optional curricular unit, which focused on the theme of sustainability, with a particular emphasis on maintaining cleanliness in school communal spaces.
The campaign aimed to inspire students to be environmental advocates. In this paper, we present one of the campaigns that popularized these messages with great effectiveness, developed by students.
Description
Keywords
Sustainability Project-based learning Communication campaign Awareness-raising action Pro-environmental behaviour
Citation
Pina, H. F. & Lima, F. B. (2024, April, 26-27). Because everyone has to do their part: A communication campaign for internal audience. Paper presented at 1st International Conference of FEE Ecocampus: Getting Higher Level Education Climate Ready, ESELx, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa
Escola Superior de Educação de Lisboa
ABAAE - Associação Bandeira Azul de Ambiente e Educação
FEE - Foundation for Environmental Education
Escola Superior de Educação de Lisboa
ABAAE - Associação Bandeira Azul de Ambiente e Educação
FEE - Foundation for Environmental Education