INFLUENCE OF MEDIA CAMPAIGNS AGAINST DRUG ABUSE

ABSTRACT

The study is focused on examining Influence of Media Campaigns against Drug Abuse on the residents of Benin metropolis. It aimed at assessing the level of exposure of Benin residents toward Media Campaign against DrugAbuse and finding out the major media channels through which the residents of Benin city access Media Campaign against Drug Abuse. It also sought to ascertain the influence of Media Campaigns against Drug Abuse on the residents of Benin city. The survey research method was used to gather the data used for the study. Findings of the study revealed that majority of Benin residents are exposed to media campaigns on Drug Abuse. The study also revealed that Benin residents have a positive perceptiontowards Media Campaign Of Drug Abuse and that it has an effect on consumersattitude. The researcher therefore concluded that media campaign against Drug Abuse has a positive influence on the residents of Benin city, Edo state. Thus, the researcher recommended that due to the fact that many consumers are now online, Media Campaigns Against Drug Abuse should beexecuted using the new media and internet. The researcher also recommended that fear appeal should be employed more in drugs abuse campaigns as this will create fears on the minds of the members of the society, thereby making them to avoid taking drugs.