EVALUATING THE ROLE OF BROADCAST MEDIA IN THE CAMPAIGNS TOWARDS VIOLENCE AGAINST WOMEN AND GIRLS: A FOCUS ON THE SIXTEEN DAYS OF ACTIVISM

ABSTRACT This study examined the role of broadcast media campaigns during the Sixteen Days of Activism against Violence Towards Women and Girls in Lokoja, Kogi State. The objectives were to determine the extent of women’s exposure to these campaigns, assess their knowledge of specific communication interventions, evaluate the credibility of the message components, examine the influence on public attitudes and behaviours, and identify factors affecting women’s responses. The study adopted a descriptive survey design. A total population of 383 respondents participated, but only 248 who were aware of the Sixteen Days of Activism were included in the main analysis. Data were collected through a structured questionnaire and presented using frequency tables and percentages. Findings revealed that radio was the most common medium of exposure (39.5%), followed by television (25.8%), with most respondents encountering the campaign occasionally rather than consistently. While 70.2% of participants believed the messages, gaps existed in the recall of information on support services for survivors. The study concluded that broadcast media campaigns have a positive but varied impact on awareness, attitudes, and behavioural intentions towards addressing violence against women and girls. However, challenges such as limited exposure frequency, cultural beliefs, and language barriers reduced the overall effectiveness.