EVALUATING THE EFFECTIVENESS OF FACEBOOK CAMPAIGN IN PROMOTING HEALTH AWARENESS AMONG MASS COMMUNICATION STUDENTS IN FEDERAL POLYTECHNIC, BAUCHI

ABSTRACT This study investigated the effectiveness of Facebook campaigns in promoting health awareness among Mass Communication students at the Federal Polytechnic Bauchi, Nigeria. The research was guided by three specific objectives: to assess the effectiveness of these campaigns in improving health awareness, to examine the correlation between student engagement and health-related knowledge and behaviors, and to identify the strengths and limitations of using Facebook for health promotion. Adopting a descriptive survey research design, data were collected from a stratified random sample of 294 students, using a structured questionnaire. Data were analyzed using descriptive statistics. The findings revealed that Facebook health campaigns are highly effective in enhancing students' health awareness. The interactive features (likes, comments, shares) and multimedia content (videos, infographics) were found to significantly improve the comprehension and retention of health information. Furthermore, a strong positive correlation was established between active engagement with the campaigns (such as commenting and sharing) and the adoption of positive health behaviors, including seeking preventive care and influencing peers. It recommends that health communication stakeholders should prioritize the creation of accurate, evidence-based, and culturally sensitive multimedia content, while universities should invest in digital literacy initiatives to help students navigate online health information critically and safely.