Beyond Awareness: How UNILAG Mass Comm Students Are Turning the Tide on Plastic Waste

Plastic waste has become an all-too-familiar sight at the University of Lagos. From discarded sachet water bags and plastic bottles to takeaway food packs, single-use plastics have become part of everyday campus life. By the end of each day, many of these items litter walkways, overflow waste bins and clog drainage channels, creating an environmental challenge that continues to grow.

For many students, the problem is not a lack of awareness. Most understand the environmental impact of plastic pollution, yet convenience, affordability and easy access to disposable plastics continue to shape daily habits. Awareness, it seems, is only the first step. Real change begins with action.

Determined to turn concern into action, a group of final-year Mass Communication students launched Ditch the Disposable (DTD), a campaign that challenges students to rethink their everyday plastic habits and embrace more sustainable choices. Developed as part of the Message Design (MAS 422) course under the guidance of Prof. Abigail Ogwezzy-Ndisika, the initiative reflects how classroom learning can drive real change beyond the lecture hall.

Before launching the campaign, the students conducted behavioural research to understand why plastic waste remains a persistent challenge on campus. Their findings revealed that the issue was not a lack of knowledge. Most students already understood the dangers of plastic pollution but continued to rely on single-use plastics because they were convenient, affordable and readily available. The real challenge, they discovered, was changing everyday habits.

Rather than simply telling students that plastic pollution is harmful, Ditch the Disposable encourages practical actions that are easy to adopt: carrying reusable water bottles, refusing unnecessary plastic bags, recycling properly and making more sustainable choices in daily life.

“We realised students didn’t necessarily need more information about plastic pollution,” one of the campaign organisers said. “What they needed were practical actions they could easily incorporate into their daily routines.”

The campaign came alive during its campus activation, where students engaged in conversations about sustainable living and explored simple ways to reduce their dependence on disposable plastics. The initiative also received support from stakeholders committed to environmental sustainability, including representatives of the Lagos State Waste Management Authority (LAWMA).

Speaking during the activation, Mr. Stephen Okeowo, Technical Assistant to the Managing Director/Chief Executive Officer of LAWMA, Dr. Muyiwa Gbadegesin, described plastic pollution as a behavioural challenge rather than simply an awareness issue. “Waste pollution in Lagos State is no longer an awareness problem; it is a behavioural problem,” he said. “That is why initiatives like this are so important. I am excited to see students taking responsibility, becoming champions of change and encouraging others to adopt better waste disposal habits. Proper waste disposal is not just about keeping our surroundings clean, it helps prevent flooding, protects public health and creates a healthier environment for everyone.”

Beyond the activation, Ditch the Disposable seeks to sustain behavioural change through initiatives such as the 7-Day Ditch Challenge, a peer ambassador programme and increased awareness of recycling points and water refill stations across campus. In partnership with the UNILAG Green Hub, the campaign also aims to make sustainable choices more visible, practical and accessible for students.

The campaign’s message is simple: meaningful environmental change does not happen through awareness alone. It happens when everyday choices become everyday habits. One reusable bottle. One less plastic bag. One student at a time.

This article is produced under the Ditch the Disposable (DTD) Initiative, a behaviour change communication campaign developed by Group 2 to promote sustainable consumption and plastic waste reduction among University of Lagos students. The initiative forms part of the Message Design Project in the Department of Mass Communication, University of Lagos.