Strategies to Increase Sustainability Awareness in Higher Education: Experiences from Abu Dhabi Women’s College

Abstract

Environmental sustainability remains an important challenge worldwide, and multiple studies highlight the need to increase individuals’ knowledge of such issues. A number of researchers suggest that universities are in a unique position to increase awareness of environmental sustainability issues and effect change in young adults and surrounding communities. This paper chronicles one interdisciplinary team’s attempt to increase sustainability awareness in a university setting within the United Arab Emirates. The research team collaborated over an 18-month period to plan and execute a series of strategic events aimed at increasing sustainability awareness among students, staff, and other university stakeholders. Having adapted a Participatory Action Research (PAR) approach, the researchers collected largely qualitative data from periodic meetings, survey results, observation, and reflection activities to evaluate the success of each event. The collected data was subsequently used to plan each succeeding strategy and increase the likelihood of its success. The PAR process encouraged team reflection and facilitated collective action throughout the campaign. As a result, the team observed heightened levels of participation as the sustainability campaigned progressed. There was also a marked improvement in the attitudes of stakeholders towards the protection of the environment and sustainability practices. The study concludes with lessons learned and recommendations for best practices to manage environmental sustainability awareness campaigns. Recommendations include the employment of collaborative partnerships, effective marketing, and motivational practices. Such findings may be of practical value to Higher Education Institutions and other organizations seeking to promote sustainability awareness and create a structured awareness campaign.