Assessment of Behavioural Change Campaign towards Eradicating Child Labour in Delta State

Abstract

The objective of this study was to ascertain the effectiveness of behavioural change campaigns towards eradicating child labour in Delta State. Specifically, the paper examined communication strategies and techniques used during campaigns and assessed the level of behavioural change effected as a result of such campaigns. The study was anchored on the theories of opinion and attitude change and brand platform model which explain how human behaviour and attitudes are influenced through the messages they received from the media. The survey method was adopted for the study, with the questionnaire as instrument of data collection. A sample of 357 people drawn from Asaba and its environs in Delta State reacted to the questionnaire. The sample was determined based on purposive sampling technique. Results revealed that the communication channels used for behavioural change campaign towards eradicating child labour in Delta State were not properly combined into a communication mix hence they were not people- oriented, so they recorded abysmal failure. Also, the study found that radio, television, newspapers, personal selling, billboards, interpersonal communication and jingles were the mostly used media for campaign. The result also showed that a convenient and appropriate communication strategy for behavioural change campaign must conform to the socio-economic realities of the target audience whose behaviour was to be changed. It is recommended that the process of formulating a communication strategy that would be capable of changing people’s behaviour during campaigns should involve the targeted people throughout its stages-conception, planning, implementation and evaluation. Campaign planners should also adopt a flexible approach such that varying weight could be attached to media and communication tools or channels used to achieve behaviour change communication.