INFLUENCE OF BEHAVIOURAL CHANGE COMMUNICATION CAMPAIGN

ABSTRACT  

The study is focused on the influence of behavioural change communication campaign warning signs on alcoholic drinks among selected students of tertiary institutions in Edo state, Nigeria. The objectives of the study were to ascertain among others the extent of exposure of students in tertiary institutions of Edo state to communication campaign warning signs on alcoholic drinks and to investigate the attitude of students in tertiary institutions of Edo state towards communication campaign warning signs on alcoholic drinks and it's influence on the behaviour of students in tertiary institutions of Edo state.The survey research method was used to gather the data used for the study. Findings of the study revealed that Students of the University of Benin, Ambrose Ali University and Auchi polytechnic have been exposed to communication campaign warning signs of alcoholic drinks to a high extent. The findings also indicated that positive attitude towards communication campaign warning signs on alcoholic drinks  and they are satisfied with communication campaign warning signs of alcoholic. The researcher concluded that exposure to communication campaign warning signs of alcohol beverages influences the buying behavior of students of the University of Benin, Ambrose Ali University and Auchi polytechnic.  The researcher therefore recommended among other things that Alcoholic beverage companies should continue to use communication campaign warning sign to advocate against abuse and illegal use of their products, as this can be clearly seen that communication campaign warning sign is effective in sensitizing youths against alcohol abuse. The researcher also recommended that Government, non governmental agencies, relevant stakeholders and the media should sensitize the public on alcoholic warning signs, as this can help advocate the ills of alcohol abuse.