When Doing is Believing: Internalizing the anti-litterbugs campaign

Abstract

This paper seeks to account for the variations in the implementation progress of the Anti-litterbugs Campaign in Sabah. A total of nine local authorities was studied. Data was mainly obtained from interviews, observations and written sources. The variation in the Campaign implementation progress can be explained in term of campaign internalization among local authority top leadership. Internalization is reflected in the understanding of the campaign and priority of local government top leaderships observed in their actions, choice of words and activities.