EVALUATING GOVERNMENT DIGITAL COMMUNICATION CAMPAIGNS FOR ENVIRONMENTAL AWARENESS AND CITIZEN ENGAGEMENT: EVIDENCE FROM PUNJAB, PAKISTAN

Abstract

Environmental degradation, climate change, air pollution, and increasing ecological challenges have intensified the need for effective government communication to educate citizens and encourage sustainable environmental practices. In Punjab, Pakistan, the Environment Protection & Climate Change Department (EP&CCD) has strengthened its public outreach through the Strategic Communication Cell (SCC), which utilizes digital media platforms to implement environmental awareness campaigns such as the Anti-Smog Campaign, CM Punjab Green Credit Program, Daily Air Quality Index (AQI) Updates, Detox Punjab Campaign, Plastic Reduction Campaign, and Climate Leadership Development Internship Program. While these initiatives have gained considerable public attention, there is limited empirical evidence regarding their effectiveness in enhancing environmental awareness, citizen engagement, and pro-environmental behavior. This study aims to evaluate the effectiveness of these government digital communication campaigns in promoting environmental awareness and encouraging active public participation in environmental protection initiatives across Punjab. A quantitative research design will be employed using a structured questionnaire administered to citizens from different districts of Punjab through probability sampling techniques. Data will be analyzed using SPSS, including descriptive statistics, reliability analysis, correlation, and multiple regression analysis to examine the relationships between campaign exposure, citizen engagement, environmental awareness, and environmentally responsible behaviour. The study is expected to reveal that well-planned digital communication campaigns significantly improve citizens' environmental knowledge, strengthen public trust in government initiatives, and increase participation in sustainable environmental practices. Furthermore, campaigns that provide timely, interactive, and visually engaging information are anticipated to generate higher levels of public engagement than conventional awareness approaches. The findings will contribute to the growing literature on strategic environmental communication, digital governance, and public relations by providing evidence-based recommendations for enhancing government communication strategies. The study will also offer practical insights for policymakers, communication professionals, and environmental agencies seeking to design more effective digital campaigns that foster environmental responsibility, citizen participation, and sustainable development, thereby supporting Punjab's broader climate resilience and environmental governance objectives.