Students’ Perception of The Effectiveness of Mass Media Campaigns on Mental Health Awareness in Nigeria: A Study of Auchi Polytechnic Students

Abstract

Mental health challenge remains a stigmatized and under-addressed issue in Nigeria, contributing to significant societal challenge. Mass media campaigns have emerged as potential tools to raise awareness and combat the stigma. However, little research explores the effectiveness of these campaigns from the perspective of students. It is in the light of the above that this study examines students’ perception of the effectiveness of mass media campaigns on mental health awareness in Nigeria. The researchers embarked on this study with the intent of achieving four objectives and, based on the objectives of this study, four research questions were formulated to serve as a guide for this study. This study is hinged on the rational model theory. The researchers adopted the survey research design, and data were collected through the use of questionnaires. Findings from this study reveal that the majority of the respondents (31%) rated their level of awareness of mental health issues as very high as a result of their exposure to mass media campaigns on the subject. The study also reveals that the majority of the respondents (30%) noted that one of the impacts of mass media campaigns on the attitudes of students towards seeking help for mental concerns is that these campaigns have increased help-seeking behaviour among students. This study therefore concludes that mass media campaigns have proven to be effective in addressing mental health issues in Nigeria by raising awareness, promoting understanding, and reducing stigma. They have successfully disseminated information, encouraged help-seeking behavior, and fostered conversations about mental health. This study, among other things, recommends that producers of media messages should recognize the cultural and regional diversity within Nigeria and tailor mass media campaigns accordingly. Mental health issues may be perceived and addressed differently across various communities; therefore, the producers of media messages should produce campaigns that resonate with different cultural backgrounds, languages, and social norms to ensure inclusivity and effectiveness.