Like most African nations, Nigeria is experiencing dire social and economic effects from climate change. These challenges are however, manageable provided climate advocacy NGOs engage in effective communication, especially with millennials. Objective: This study assesses the communication strategies of the International Climate Change Development Initiative (ICCDI) and examines the knowledge, attitudes, and practices of its millennial audience towards climate action. The empirical investigation employs the theory of reasoned action and planned behaviour. This study is in consonance with SDG 13 (Climate Action), SDG 11 (Sustainable Cities and Communities) in that it looks at ways leading digital advocacy extends climate awareness and sustainable urban development in Nigeria.
Methods: The study employed a mixed research design, supplemented by qualitative analysis of ICCDI’s communication methods with a cross-sectional survey of 399 purposively sampled millennials.
Findings:Findings established that ICCDI mainly employs Twitter in interaction and also in awareness campaigns, advocacy, and interpersonal communication. Notably, of the three platforms identified to be popular among millennials, Facebook was ranked highest in providing climate change information. 61.4% claimed they did not know even basic issues, and many of them could not identify that over-flooding could have anything to do with climate change. Additionally, while 66.9% said they were willing to look for methods on how to reduce their impact on climate, a majority of them continued with negative activities, 53.9% left appliances on overnight, 52% left generators running for long periods, and many charged gadgets smartphones, laptops, and tablets. even when fully charged. When it comes to social pressure, friends were ranked as the most influential people within millennials’ social circle, concerning offering directions on climate change preventive actions.