SOCIAL MARKETING AND BEHAVIOURAL CHANGE IN DRUG USE: ANALYZING NDLEA STRATEGIES IN JIKWOYI, ABUJA, NIGERIA

Abstract

This study investigates the impact of social marketing strategies on behavioral change concerning drug use among youth in Jikwoyi, Abuja, Nigeria, with a focus on the role of the National Drug Law Enforcement Agency (NDLEA) in promoting these interventions. A descriptive survey design was employed, targeting a total population of 5,627 individuals, including youth (aged 15-30), parents, community leaders, health professionals, and NDLEA officials. A sample of 662 youth was selected using the Taro Yamane formula, while a census was conducted for the other groups. The research focused on three key social marketing strategies: Behavioral Focus, Audience Segmentation, and Value Exchange, and assessed their effectiveness in influencing drug-related behaviors using regression analysis. The findings revealed that Audience Segmentation had the greatest impact on behavioral change, followed by Behavioral Focus, with Value Exchange also showing a significant, but lesser, effect. The study concluded that tailored interventions based on audience characteristics, combined with a focus on changing specific behaviors and offering incentives for positive change, are essential for reducing drug use. The research highlights the critical role of the NDLEA in implementing these strategies to enhance the effectiveness of drug prevention programs. The study contributes to the understanding of social marketing in drug use prevention and offers practical insights for policymakers and health professionals involved in combating drug abuse.

Keywords: Behavioral Focus, Audience Segmentation, Value Exchange, Behavioral Change, NDLEA