Nnamdi Azikwe University Female Undergraduates Exposure and Response to Media Campaigns on Breast Cancer

Irrespective of the fact that breast cancer as a serious health problem among women in Nigeria had been given scholarly attention over the years, there are still challenges on the extent that women, especially young adults access media campaigns on this health problem. This research work investigated female undergraduates' exposure and response to media campaigns on breast cancer. The study was guided by four research questions that include: what is the extent of NAU female students' exposure to breast cancer? What is their predominant channel of exposure to breast cancer campaigns messages? What is the extent they are aware of breast cancer campaign messages? What is their response to campaign messages on breast cancer? Anchored on the Health Belief Theory and the Theory of Reasoned Action, the research adopted a survey research design. Findings showed that significant number of the female undergraduates were exposed to media campaign messages on breast cancer.
It also revealed that the social media remained the most predominant channel that the female students accessed the campaigns. That students were aware of the media campaign messages on breast cancer and lastly, it was discovered that the students responded positively to media messages on breast cancer. The researcher therefore recommended that breast cancer campaigns should be tailored specifically to university undergraduates through not only the social media, but other university digital platforms on frequent basses. These campaigns should include relatable contents, testimonials from peers and interactive activities to engage students.