Veritatis Gaudium: Multidisciplinary Journal of Postgraduate Studies

This study assesses the public relations strategies employed by the National Drug Law Enforcement Agency (NDLEA) in curbing substance abuse among students in selected private universities in Abuja, Nigeria. The research was driven by the growing concern over rising substance abuse among university students, especially in private institutions and the need to evaluate the effectiveness of the NDLEA's communication efforts in addressing the problem. The study is anchored on the Two-Way Symmetrical Model of Public Relations by Grunig and Hunt (1984) as its primary theoretical framework, supported by the Social Cognitive Theory (Bandura, 1986), the Health Belief Model (Rosenstock, 1974), the Diffusion of Innovations Theory (Rogers, 2003) and Communication Theory (Shannon & Weaver, 1949). The study adopted a descriptive survey research design with a population of approximately 7,000 students across selected private universities in Abuja. Using Yamane's formula, a sample size of 378 respondents was determined and selected through stratified and simple random sampling techniques to ensure representativeness across faculties and levels. A structured questionnaire was the primary instrument for data collection. The data were analyzed using descriptive statistics of frequency counts, percentages, means and standard deviations and inferential statistics of chi-square tests and correlation analysis to examine relationships between demographic factors and perception of campaign effectiveness. The findings revealed a relatively high level of awareness and improved knowledge among students about substance abuse, largely attributed to NDLEA's campaigns. However, the translation of awareness into actual behavioural change remained limited due to cultural dissonance, insufficient digital engagement, social stigma and a lack of sustained institutional support. Significant relationships were found between students' demographics and their perception of campaign effectiveness. In the light of these challenges, the study recommended that there is the need for stronger institutional partnerships, peer-led interventions and the strategic use of social media so as to enhance message impact and behavioural change among students in private universities in Abuja, Nigeria.

Open Full Text (PDF)