ABSTRACT
This study aimed to investigate the perceptions of Benin City youth towards the Africa Independent Television (AIT) campaign against drug abuse. The research began by exploring the issue of drug abuse and its impact on the youth in Benin City. The study was structured into five chapters for clarity. Chapter one provided the background, objectives, research questions, problem statement, and theoretical framework. Chapter Two reviewed relevant literature on the topic. Chapter Three detailed the research design, which was a survey method, using simple random sampling to select 60% of the youth population in Benin City, resulting in a sample size of 220 based on Krejcie and Morgan's (1970) table. A structured questionnaire was used, with 198 responses retrieved and analyzed using simple percentage methods. Chapter Four focused on data analysis and interpretation, revealing that the youth in Benin City generally perceive the AIT campaign positively, finding it relevant, credible, and effective to varying degrees. The study identified key factors driving the campaign’s effectiveness, including broadcast frequency, language clarity, peer discussions, and celebrity involvement. However, challenges such as content repetitiveness, limited accessibility, misalignment with specific youth issues, and inadequate follow-up support were also highlighted. Recommendations include diversifying content formats and expanding the campaign's reach across various media platforms to maintain engagement and effectiveness.
