AN ASSESSMENT OF THE EFFECT OF MASS MEDIA CAMPAIGN MESSAGES IN THE FIGHT AGAINST CANCER DISEASE

ABSTRACT

In an era characterized by the ubiquitous influence of mass media, thisresearch delves into the profound impact of mass media campaignmessages on the ongoing battle against cancer disease among studentsatthe University of Benin. The study adopts the Health Belief Model (HBM) andemploys a survey research design, facilitated by a 19-itemclosed-endedquestionnaire. Subsequently, data analysis involves the use of frequencytables and percentages. The findings underscore a noteworthy level ofcancer campaign awareness among students, with social media channelsemerging as the primary conduits. While these campaigns exert apositiveinfluence on knowledge, they also pose challenges in the translationofinformation into tangible actions. Nevertheless, the research underscorestheir potential to galvanize students to become advocates for cancerawareness within the University community. Drawing fromthese insights, aset of recommendations emerges. Tailoring mass media campaignstoaddress the gap between awareness and action is crucial, with aspecificemphasis on leveraging social media platforms for disseminatinginformation. These recommendations, when implemented, have the potential to not only benefit University of Benin students but also significantlycontribute to broader cancer prevention and control endeavors.