Motivated by the alarming rates of deforestation in Mumbwa and Itezhi-Tezhi districts, at the request of the Forestry Department under the Ministry of Green Economy and Environment, the Sustainable Agriculture for Forest Ecosystems (SAFE) project set out to design accessible ways to deliver forest conservation messages that would resonate with the population. In close collaboration with Circus Zambia and the District forestry offices, a series of awareness-raising campaigns unfolded between February and May 2025. In collaboration with other key partners and line ministries, The Forestry Department identified a few target groups, with emphasis placed on young people as the key target group, emphasizing that future generations must learn to steward their forests early on. Bydesigning certain activities that could specifically target children, the campaign aimed to create long-lasting behavioral change that would ripple through families and communities.
Through school events, community roadshows, and engaging radio dramas, messages about protecting forests and building sustainable futures were shared with thousands of people. The campaigns stood out for their unique approach as they combined roleplay, music, games and circus acts to spark dialogue with the audience. Behind every performance and activity was a specific goal: to show how protecting forests is not only an environmental issue, but also a matter of livelihoods, resilience, and hope for future generations.
The campaigns achieved remarkable reach:
School Events: 8 events engaged 4,820 young people, with 54% of surveyed participants being female.
Community Events: 6 events brought together 2,501 community members, with 51% of surveyed participants being female.
Radio Broadcasts: The radio drama series reached an estimated 431,000 listeners across Itezhi-Tezhi, Mumbwa, Namwala, Dundumwezi, Shibuyunji, and Chibombo.
Together, these activities inspired dialogue, strengthened local commitment to forest conservation, and planted seeds for more sustainable futures across the districts.
Learning by doing
In school grounds, children pieced together giant puzzles of families under trees, raced in relays to “collect” honey and mushrooms, and spun a quiz wheel to test their knowledge.
It was fun and I learnt a lot, especially about how to stop cutting down trees and how to make rain patterns better.
For many, it was a new perspective. “I didn’t know trees could help improve soil – now I understand why we need to protect them,” a 17-year-old in Itezhi-Tezhi reflected. Another student added simply: “The show was interesting, and now I want to plant more trees at school and at home.”
Communities Speaking Out
The roadshows reached farmers, traders, and charcoal burners. People listened as performers explained how climate-smart farming could bring good harvests without clearing land, and how bamboo or gas could reduce pressure on forests, instead of the common charcoal burning – which is one of the major drivers of deforestation in the district.
“I am thankful for educating us on the importance of trees,” shared a 47-year-old farmer in Mumbwa. A younger man in Itezhi-Tezhi put it bluntly: “Those who didn’t know the benefits of trees now know.”
Others left with a sense of responsibility. “If more people hear what we heard today, I think they will stop cutting trees carelessly,” said a 33-year-old participant.
Voices on the Airwaves
As not everyone could gather in person, the messages were also aired on the radio. A 10-part drama series followed the story of Chipego, a young girl learning from her grandmother about the value of trees. Listeners followed her journey as she convinced her village to plant trees, farm without clearing land, and rethink charcoal use.
In total, the radio drama series reached an estimated 431,000 people, extending the campaign’s impact far beyond the schoolyards and markets. It was broadcast on Mumbwa Community Radio and Itezhi-Tezhi Radio Station, reaching households across Mumbwa, Itezhi-Tezhi, Namwala, Dundumwezi, Shibuyunji, and Chibombo.
By: Olivia Ngaba / SAFE Zambia
