Assessment of the Role of Social Media in the Campaign against Child Labour in Nigeria: A Study of Enugu Metropolis

Child labour persists as a critical violation of children's rights in Nigeria, and the emergence of social media as a mass mobilisation tool presents new opportunities for campaign and advocacy efforts. This study assessed the role of social media in the campaign against child labour in Nigeria, with a focus on Enugu Metropolis. The study was anchored on the Diffusion of Innovations Theory by Everett Rogers, which explains how new ideas and practices spread through social systems via communication channels over time. A descriptive survey design was employed, targeting residents of Enugu Metropolis who are active on social media platforms. A sample of 150 respondents was drawn using purposive sampling, and a structured questionnaire served as the instrument of data collection. Findings showed that social media platforms, particularly Facebook and WhatsApp, have been used by NGOs and advocacy groups to raise awareness about child labour, with respondents reporting increased exposure to anti-child labour campaigns online. However, findings also revealed that online campaigns rarely translate into sustained offline action or behavioural change among target communities. The study concluded that social media serves as an effective awareness tool but falls short as a behaviour change platform in the campaign against child labour in Enugu. It was recommended that campaign designers adopt integrated communication strategies that combine social media outreach with grassroots community engagement and government policy enforcement.

Keywords: Social media, child labour, campaign, Enugu Metropolis, advocacy