Study of Social Media and Mental Health Awareness Campaigns Among Youths in Calabar, Cross River State

Social media has emerged as both a source of mental health information and a potential contributing factor to mental health challenges among young people, creating a complex communication dynamic relevant to public health communication in Nigerian cities. This study examined the role of social media in mental health awareness among youths in Calabar, Cross River State, South South Nigeria. A cross-sectional survey was conducted among 230 university students and young professionals aged 18 to 35 in Calabar Municipal and Calabar South LGAs. A structured questionnaire assessed social media use patterns, exposure to mental health awareness content, attitudinal shifts following such exposure, and help-seeking behaviour. Results showed that 71.7 percent of respondents had encountered mental health awareness content on social media in the preceding month, primarily on Instagram (62.6 percent) and Twitter/X (48.3 percent). Exposure to credible mental health content significantly reduced self-reported stigma toward seeking professional mental health support (p < 0.001). Personal testimonial content generated higher attitudinal change than infographic-based content. Despite increased awareness, actual help-seeking behaviour remained low at 18.3 percent. Cost and limited therapist availability were cited as the primary service access barriers by 73.9 percent of those who had considered seeking help. The study concludes that social media is a significant but incomplete solution for mental health communication among Calabar youth, and recommends integrating digital mental health campaigns with improved local service access infrastructure. Keywords: social media, mental health awareness, youth, Calabar, South South Nigeria