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Manila Bulletin devider Opinion devider Harnessing the power of social media for environmental advocacy

Harnessing the power of social media for environmental advocacy

Published Jun 27, 2024 09:51 pm

EDITORS DESK

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The world of social media today is vastly different from a decade ago. In recent years, platforms like Instagram and TikTok have evolved from entertainment hubs into powerful tools for information dissemination and education. This evolution showcases the immense potential of social media to help shape public opinion and initiate change, particularly in the realm of environment and sustainability.

Social media today has become a critical space for important conversations and discourse. These platforms connect people from all walks of life, transcending physical boundaries and limitations, and foster communities where ideas and movements thrive. Within these dynamic arenas, some of the most compelling narratives for environmental change are being crafted and shared.

Content creators have cultivated communities online and now use technology and platforms in a positive way. They use their spheres of influence to communicate environmental issues, mobilizing communities and inspiring people instead of discouraging them.

On TikTok, a new wave of influencers is championing biodiversity, sustainable tourism, reduction of plastic use, environmental regeneration, and more, turning conservation into a viral movement. At the forefront are digital eco-warriors like Celine and Dennis Murillo. Their engaging content not only garners millions of views but also educates and inspires viewers to participate in conservation efforts.

In the Philippines, where the average citizen spends over three and a half hours daily on social media, according to datareportal.com, the influence of these platforms is particularly pronounced. With 86.75 million social media users as of early 2024, the potential for environmental advocacy is immense.

Content creators and influencers like Anna Oposa of Save Philippine Seas, Mitzi Jonelle Tan, and Jenica Dizon-Mountford of Waves for Water Philippines, among others, are harnessing this power to drive awareness and action on current and crucial environmental issues.

Actress and UN Environment Programme Goodwill Ambassador Antoinette Taus established CORA, a non-profit organization fostering action for sustainable development through volunteerism, in 2016 after posting a communication campaign on social media.

“Our nonprofit was something that was established unintentionally,” Antoinette said during a panel discussion titled “Mobilizing Environmental Action Through Technology and Culture” at Greentech Festival 2024 in Berlin, Germany, in May 2024.

“I just reached a point where I really wanted to volunteer more or bring more people together. It started with friends and family but because of the power of social media, we posted online one feeding program that we did one afternoon together,” she said. “That revealed to us that from that one post, within a year, we became a nonprofit because people started reaching out to us, wanting to donate, volunteer, and do more.”

The statistics are also telling. According to a study by Meltwater and We Are Social, 73.4 percent of the Philippine population uses social media, making it a significant part of our digital lifestyle. Platforms like Facebook, YouTube, and TikTok boast millions of users, offering more opportunities and avenues for environmental messaging to reach a wide audience.

With this, the effectiveness of social media in promoting sustainability and its ability to create communities cannot be overstated. Eco-warriors now have platforms where they can share their stories, disseminate educational content, and mobilize their followers for causes such as beach clean-ups, tree planting activities, policy advocacy, and more. The immediacy and interactive nature of social media allow for real-time feedback and collective action, making it a dynamic tool for driving environmental change.

This potential also extends beyond individual content creators, viral videos, and trending digital conversations. Government agencies, educational institutions, and NGOs have been leveraging social media to amplify their own initiatives. Collaborative campaigns that involve multiple stakeholders can create a more unified and powerful message, enhancing the impact of environmental advocacy.

With the power of social media today, a single grassroots communication campaign can now reach a wide global audience eager to participate and get involved. Let us harness this power to promote the greater good for the planet.

(Rey Robes Ilagan is the editor of Manila Bulletin’s Environment and Sustainability section.)

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