Influence of “Find the Missing Millions” Media Campaign on Undergraduate Students’ Attitude towards Pre Marital Sex in North Eastern Nigeria

Abstract

The study assessed the influence of “Find the Missing Millions” media campaign on undergraduate students’ attitude towards pre marital sex in North--|Eastern Nigerian. The aim of the study was to ascertain whether there was change in sexual behaviuor of the undergraduate students after exposure to the campaign. The study adopted mixed research design which involved both quantitative and qualitative research methods. The study population comprised 65,708 undergraduate students in North Eastern Nigeria. Three hundred and ninety three (393) was used as sample size of the study. Multi stage sampling method was employed as sampling procedure while questionnaire and Focus Group Discussion Guide was adopted as instruments of data collection. One way ANOVA and descriptive statistics was adopted as methods of data analysis and result were presented in table. Findings from the study revealed that there was no significant change of attitude towards pre marital sex among the undergraduate students in the study area based on the statistical evidence that calculated p 0136 was greater than 0.05 critical value. The study concluded that the influence that “Find the Missing Millions” media campaign had on the undergraduate students’ attitude towards pre marital sex was minimal. The researcher recommended that the campaign should be tailored along central route to persuasion and the level of elaboration should be enlarged in order to achieve the campaign objective which is change of attitude towards pre marital sex.