EFFECTIVENESS OF MEDIA CAMPAIGNS

This research investigated how effective media campaigns are in influencing public perceptions of domestic violence in Benin City, Edo State, Nigeria. Despite various efforts, domestic violence continues to be a significant societal issue, prompting increased use of media for advocacy and awareness. The study aimed to evaluate public awareness of domestic violence, assess the impact of media campaigns on public perception, and analyze the degree to which these campaigns facilitate behavioral changes among residents. Media campaigns effectively heightened awareness and positively influenced perceptions of domestic violence, framing it as a significant social issue rather than a private concern. Platforms like WhatsApp and Facebook were highlighted as essential in promoting these campaigns, especially to younger demographics. However, the research also pointed out that despite improvements in awareness and perception, tangible behavioral changes remain limited, with some individuals still hesitant to report or intervene in abuse situations. In conclusion, the study emphasized that while media campaigns play a crucial role in addressing domestic violence, they should be supported by enhanced legal enforcement, cultural shifts, and community engagement. It recommended ongoing and varied media advocacy in collaboration with the government and stakeholders to foster lasting behavioral change in Benin City.