Drug abuse and media campaigns: A study of knowledge, attitudes and practices among youth in Nairobi south b estate

Abstract

Over 2.5 billion persons, or 53 per cent of the world population, are under the age or 25 and they are particularly susceptible to illicit drugs (World Drug Report 2007). This is because their age represents a period or curiosity and experimentation. It is in the formative years that the inquisitive and explorative nature of the young may lead them to drug misuse. Such misuse is on the rise, and the age of initiation into the drug scene is becoming progressively lower (Miruka 2006). This was a focus group study whose objectives were to find out the level of knowledge derived from media campaigns Oil drug abuse among the Kenyan youth, to establish the attitudes on drug abuse among Kenyan youth acquired as a result of information from media campaigns and to investigate if there are practices among the youth concerning drugs in Kenya that is linked to mass media campaigns. The youth of Nairobi South B were identified as the respondents of the study. The respondents were approached through their guidance and counseling teachers and peer educators who interacted with the researcher for the purpose of establishing a rapport and getting acquainted with the general situation on the ground. Data was collected through focused group discussions, one at Highway Secondary School and the other at Our Lady or Mercy Secondary School. This was done to include the views or both boys and girls. The findings obtained revealed that the students could define drug and substance abuse. They also knew the substances commonly abused and the negative effects that COI11C with abuse of drugs. Parenting style was identified as an important factor suggesting the need to involve parents in anti - drug abuse efforts targeting secondary school students. It was observed that respondents largely discredited the anti-drug abuse campaigns, which they described as contradicting and- ineffective. The study revealed that youths memorize current and captivating media campaigns, which are audiovisuals. Televisions was identified as an effective media in educating the youth about drugs and influencing behavior change as compared to radio ami bill boards which had insignificant impact. Campaigns featuring youths were found to most appealing and welcome by respondents.

A radical departure from expectation was that despite increased awareness levels about the dangers or drugs, the rate or drug abuse is on the rise. It is recommended that stakeholders, especially the anti - drug abuse crusaders, become more creative in designing messages for such campaigns with a view to attracting the attention or the young people. Campaigns should be in audio visual and featuring youths.