Social marketing communication and its impact on HIV/AIDS campaign programmes in Calabar municipality

Abstract

This study on social marketing communication and its impact on HIV/AIDS campaign programmes in Calabar Municipality focused on ascertaining how social marketing communication tools such as the print media, social media and broadcast media impact on the conduct of HIV/AIDS campaign programmes in Calabar Municipality. The study adopted a survey research design which enabled the administration of a structured questionnaire on the 80 resident youth in Calabar municipality that constituted the sample size of the study. The respondents were drawn using the purposive or judgemental non probability sampling technique. The responses obtained through the questionnaire were subjected to statistical analysis using simple regression which in turn reveals that of all the social marketing communication tools, it was only social media and the broadcast media that significantly impacted on the successful conduct of HIV/AIDS campaign programmes in Calabar municipality while the print media remained an insignificant contributory media. Based on the above result it was concluded that social and broadcast media should be prioritized over print media in the conduct of HIV/AIDS campaign programmes in Calabar municipality. It was recommended that broad cast media programmes conducted through Television and radio means about HIV/AIDS should focus more on attitudinal change as well as value re-orientation and not just entertainment alone because our values determine our behaviour or the extent to which we react to what we hear or see. Governmental and non-governmental agencies on HIV/AIDS should use social media to reach the youthful target audience; social and broadcast media should be used in the war against HIV/AIDS stigmatisation in Calabar municipality.

Keywords: Print media, Social media, Broadcast media, HIV/AIDS campaign.