ASSESSING THE EFFECTIVENESS OF TELEVISION CAMPAIGNS ON DRUG ABUSE AWARENESS AND PREVENTION AMONG YOUTHS IN DELTA STATE, NIGERIA
Abstract
This study examined the effectiveness of television campaigns in raising awareness and preventing drug abuse among youths in Delta State, Nigeria. The research is grounded in the Agenda Setting Theory and Social Learning Theory and employed a survey design. findings showed that despite the growing use of television as a public health communication tool, findings show that most youths are not aware of drug-related television campaigns. Interestingly, many respondents gained awareness of drug abuse through radio rather than television. Nonetheless, the study reveals that television campaigns, when encountered, positively influence youths' attitudes and behaviours toward drugs. The study recommended increased investment in media literacy, cross-platform integration, and more youth-focused television content to combat drug abuse effectively.
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