Evaluation of Broadcast Media Campaign Against Child Labour and Human Trafficking in Nigeria (A Study of Enugu Metropolis)

Child labour and human trafficking continue to undermine the rights, welfare, and developmental prospects of Nigerian children, requiring concerted media intervention to mobilise public action and change behaviour. This study evaluated the effectiveness of broadcast media campaigns against child labour and human trafficking, with a focus on Enugu Metropolis. The study was anchored on the Social Learning Theory of Albert Bandura, which holds that behaviour change can be facilitated through observational learning and media modelling. A descriptive survey design was employed, targeting adult residents of Enugu Metropolis who have been exposed to broadcast campaigns on child labour and human trafficking. A sample of 180 respondents was selected using stratified random sampling, and a structured questionnaire was used as the instrument of data collection. Findings indicated that residents have a moderate level of awareness of broadcast campaigns on these issues, with television jingles and drama serials cited as the most recalled formats. However, findings also highlighted that campaign messages are perceived as intermittent, overly generic, and insufficiently tailored to the cultural nuances of target communities. Behavioural change outcomes were rated low by respondents. The study concluded that broadcast media campaigns in Enugu Metropolis have achieved awareness but have not translated into measurable attitudinal or behavioural shifts regarding child labour and trafficking. It was recommended that broadcasters adopt participatory and narrative-driven campaign models in collaboration with social welfare agencies, and that campaign scheduling be optimised for maximum audience reach and frequency.

Keywords: Broadcast media, child labour, human trafficking, campaign evaluation, Enugu Metropolis