Young Women’s Perceptions and Behaviours Towards Breast Cancer Campaigns on Digital Media

Breast cancer is a significant social issue that has garnered attention from scholars worldwide. While numerous studies have examined awareness and prevention strategies, there has been limited research into the impact of digital media campaigns on young women's perceptions and behavioral changes regarding breast cancer and breast selfexamination. This study explores how young Nigerian women perceive breast cancer campaigns on digital media and how these campaigns influence their knowledge, attitudes, and breast self-examination (BSE) practices. The research draws on the Health Belief Model, Elaboration Likelihood Model, and the Uses and Gratification Theory to frame its analysis. A mixed-methods approach was adopted, comprising a survey of 369 purposively and stratified selected female undergraduates and a focus group discussion (FGD) with eight participants. Quantitative data were analyzed using SPSS version 26, with results presented in frequency tables, means, and standard deviations. FGD responses were analysed through an explanation building technique. The quantitative findings revealed a positive influence of digital media campaigns on perceptions of breast cancer, with a mean score of 4.22, and on behaviors related to breast selfexamination (BSE), with a mean score of 4.02. Qualitative findings supported these results, indicating that digital media campaigns effectively addressed misconceptions and encouraged positive behaviors. It is recommended that for effective message impact, there should be increased frequency of these campaigns and incorporation of narratives from breast cancer survivors.