Response to Radio Advocacy Programmes on Drug Abuse among Youths of Select Niger Delta State of Nigeria.

Background: Drug abuse has remained a perennial problem facing society across different strata of people. Several efforts had been made in the past to curtail the trend but it has continued to fester due to the economic benefits derivable from dealing on drugs and its addictive grip on the victims. Consequently, many youths are battling with drug abuse with its attendant consequences on their health and anti-social behaviour within the society. Many violent crimes are being committed by the youths under the influence of hard drugs. The media and indeed the radio have been at the forefront of charting the course of societal development through quality programming and advocacy for positive change. This study was conceived to investigate the response of Niger Delta Youths to radio advocacy on drug abuse. Objective: The objectives were to identify the format of presentation utilized by the radio in the advocacy for drug abuse among youths, evaluate how radio advocacy campaign against drug abuse had affected the prevalence of the scourge among youths in the area and how the audience perceived such advocacy among other things. Method: Using a qualitative content analysis design and a sample of 3 participants drawn from the top brass of the radio station from a pool of over 150 staff members. The participants were drawn purposively due to their role in the design and implementation of the programmes content of the radio. The states under focus were Rivers State, Akwa Ibom and Beyelsa States. These states were chosen randomly because they share geographic boundary with Rivers State where the zonal headquarters of the radio station is situated. Results: The research found that radio advocacy programmes were primarily packaged as news items, discussion programmes and sponsored advertisements and that radio advocacy had affected the prevalence of drug abuse positively by influencing the enforcement efforts of security agencies. The study also found that the youths perceived the radio advocacy on drug abuse as educative considering the complexities of their age bracket. Conclusion: This study can therefore conclude that the radio advocacy on drug has been affecting the reduction of drug abuse among youths of the Niger Delta by setting positive agenda of discussion among them, by educating drug users on its effect on their life and the society in particular. This confirms the media as a development partner with members of the society since the media pursues the development goals of the society to keep it drug free. Unique Contribution: The draws attention to the scourge of drug abuse among the youth population as a way of propelling societal action to save future generations. It adds to the growing literature in the area and showcases the importance of radio in shaping societal ideals. Key Recommendation: The study therefore recommended that the radio should utilize other advocacy paradigms in order to make anti-drug advocacy programmes more appealing and invite more youths as guests on the programme. The study further recommended that every strata of the society from the government, non-governmental organisations, faith-based organisations to private individuals should collaborate to bring about the needed synergy that will tame drug abuse in the society.