Participatory Communication for Environmental Conservation: A Case Study of ‘Dhauladhar Cleaners’ in Himachal Pradesh

Abstract

Participatory communication serves as an effective tool to promote community engagement for environmental sustainability and the wellbeing of future generations. Dharamshala, Himachal Pradesh's first smart city and a favorite Himalayan destination for tourists, is facing significant challenges including solid waste accumulation, sewage issues, landslides, cloudbursts, global warming, altered monsoon pattern and climate change. This research investigates into the communication strategies employed by an environmental conservation volunteer group named Dhauladhar Cleaners, focusing on their efforts to engage the community in preserving and cleaning the environment through an inclusive approach in the Indru Nag area of Dharamshala city, situated in the Kangra district of Himachal Pradesh, India. The group conducts clean-up drives under the motto “If Mountains have POLLUTION we have a SOLUTION,” which reflects their dedication to addressing environmental degradation. Using a mixed-methods research approach incorporating participant observation, secondary data analysis and survey research, this study shows that through participatory communication, Dhauladhar Cleaners have effectively raised awareness and induced behavioral change among community members. These changes contribute to enhancing waste management practices, reducing the effects of climate change, and ultimately promoting sustainable development. The present study provides valuable insights for the implementation of effective participatory communication strategies involving grassroots level organizations like Dhauladhar Cleaners, as essential components of realizing the vision of ‘Swachh Himachal Swasth Himachal’ (Clean Himachal, Healthy Himachal). Further, the research also emphasizes the need for construction of waste treatment facilities in the state to comprehensively address the issue of waste disposal.