EXAMINING THE EFFECTIVENESS OF HEALTH COMMUNICATION CAMPAIGNS ON YOUTHS VIA SOCIAL MEDIA NETWORKS IN NIGERIA

Abstract

This current generation of youths especially those in Nigeria rely mostly on social media apps like Twitter, Instagram and Facebook not only for social-related issues but as a source of health information. Because of the interactive, valuable and shareable features of these platforms, the health communication campaigns tend to appeal to this generation. However, engagement is sometimes low because of lacks such as the DSP’s digital literacy, accessibility, the capability of content fit to the targeted health issues, and cultural beliefs that concern health. This study examines how and why youths are involved in health communication campaigns in Nigeria using social media. It focuses on the influences of these aspects on the propensity of the youths to participate in health campaigns through social media platforms that promote health. This paper uses quantitative survey data to establish an understanding of the views, reasons for participation and challenges faced by youths. The results provided evidence that social media can be effective for health campaign interventions if intervention have elements that aligns with youth preferences and culture. The results are expected to help in designing healthy campaigns that consider incorporating social media for youths’ participation in future to improve health communication practices in Nigeria.