ATTITUDE OF NIGERIANS YOUTH TO YO HEALTH PROGRAM A FEDERAL GOVERNMENT HEALTH CAMPAIGN ON BEHAVIORAL CHANGE IN AKINYELE LG, OYO STATE.

ABSTRACT This paper has investigated the perception of the Nigerian youths towards the Yo Health Program in the Akinyele Local Government Area in Oyo State. The objectives included; the program awareness level, the attitudes of youths towards campaign messages, the measure of change in behaviors based on the program, and the socio-cultural, economic, institutional, and demographic factors that influenced the response of the youths to the campaign. The descriptive survey design was taken and a structured questionnaire was used to gather data of 400 respondents. The results indicated that the Akinyele LGA youths were highly enlightened on the Yo Health Program, and this was as a result of exposure to the program via the radio, television, and social media platforms. Most of the respondents said they were positive about what they heard and read in the program and gave the program messages that were clear, relatable and relevant to the daily health issues. The research also indicated that the program helped in enhancing individual health behavior especially in hygiene, diet and preventive health behavior. Nonetheless, cultural beliefs, inaccessibility to the media and follow-up activities were challenges to the sustainable youth engagement. Demographic variables particularly education and occupation also determined the way respondents interacted and interpreted the campaign messages. The research finds that the Yo Health Program has been successful in creating health awareness and influencing positive behavioral change among the youths in Akinyele LGA though there are some structural and socio-cultural barriers that limit the effectiveness of the program. It is advised that the program should broaden its follow-up tactics, and include additional community-based involvement and tailor the messages to the cultural and demographic variations. Ensuring the continuity of the campaign reinforcement and strengthening the media accessibility should also be used as a means of achieving the most effective program.