Communication-Driven Approach to Tackling Substance Use Disorder Among Youths in Rivers State

Abstract

This study examined a communication-driven approach to tackling substance use disorder (SUD) among youths in Rivers State, with a focus on how communication strategies can be used to reduce the prevalence of SUD and establish a communication agenda suited to the cultural and social context of the state. Guided by the elaboration likelihood model, the study specifically sought to assess how the effectiveness of existing communication strategies for combating substance use disorder can be measured, as well as the level of awareness youths have toward substance communication by mass media and communication agencies in the fight against substance abuse in Rivers State. A quantitative survey design was adopted, using structured questionnaires and interviews to gather data from six selected LGAs through purposive and multistage sampling techniques. Findings indicated that rehabilitation homes, schools, peer groups, NGOs, and media outlets employ various communication channels to run awareness campaigns against SUD. While communication strategies were perceived as helpful and moderately successful in reducing stigma, the majority of respondents emphasized that the strategies do not adequately focus on the right target audience and need clearer, culturally attuned messaging to engage young people effectively. Based on these insights, the study concludes that communication interventions must become more audience-specific, culturally relevant, relatable, and grounded in real-life experiences to effectively influence youths' attitudes and behaviours toward substance use disorder. The conclusion further notes that while existing strategies have contributed to awareness and stigma reduction, their effectiveness can be strengthened by improved audience segmentation, increased message clarity, and the use of peer-led and emotionally resonant communication approaches that align with the realities of Rivers State youths. The study therefore recommends that stronger involvement of pa

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