Assessing the Effectiveness of Media in Facilitating Community Education Campaign Against Child Neglect: A Case Study of Electronic Media in Lusaka (Radio)

Child neglect is a critical issue affecting the well-being and development of children globally and locally. In Zambia, particularly in Lusaka, child neglect is compounded by factors such as poverty, HIV/AIDS, and insufficient social services. Electronic media, including radio, plays a pivotal role in disseminating information and raising awareness about social issues. This study examines the effectiveness of electronic media in facilitating community education campaigns against child neglect in Lusaka, focusing on HOT FM, ZNBC - Radio 4, and Radio Phoenix. The primary objectives are to investigate the effectiveness of media campaigns in promoting child well-being, evaluate their effectiveness in enhancing child protection efforts, analyze the efficacy of media in fostering community engagement for children's welfare, and assess the influence of media programming and content dissemination in advocating for child welfare policies and practices. A mixed-methods approach, combining quantitative and qualitative data collection and analysis, will be employed. Surveys and interviews with listeners of the three radio stations will gauge their perceptions of the media campaigns, while content analysis of the radio programs will evaluate the messaging and strategies used. The study is expected to reveal insights into the effectiveness of electronic media campaigns in addressing child neglect, suggesting that media campaigns can significantly raise awareness and potentially influence behavior change when integrated with community engagement and policy support. The results will have important implications for stakeholders, including policymakers, media practitioners, and child welfare organizations, highlighting the need for strategic media planning and multi-faceted approaches to combat child neglect effectively. By identifying the strengths and weaknesses of current media campaigns, the study aims to contribute to the development of more effective communication.