¹Toyin Adinlewa, ²Damilola Ayobami Ogunyooye

¹Department of Mass Communication Faculty of Social Sciences, Adekunle Ajasin University, Akungba Akoko, Ondo State.
²Stanbic IBTC Walter carrion, Lagos

DOI : https://doi.org/10.47191/ijsshr/v6-i11-73

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ABSTRACT

This study utilises a survey approach to explore the impact of yellow card campaigns on the awareness, attitudes, and practises of selected social media users in Ondo State. The theoretical framework is grounded in agenda setting and technological determin ism theories. A survey method employing a questionnaire was employed, targeting 392 subscribers of Ondo's First Lady, Betty Anyanwu Akeredolu, across Facebook and Twitter. Through statistical analysis, the results reveal the Yellow Card Campaign's success in creating extensive awareness among social media users, with 70% actively engaging with campaign materials on Betty's social media platforms. The campaign's efficacy in promoting a proactive stance against sex and gender based violence (SGBV) is acknowle dged by 58% of respondents, highlighting its effectiveness in conveying the core message. However, the study unveils a concerning reality, as 33.3% of respondents admit to experiencing sexual violations, underscoring a prevalent issue of SGBV in Ondo State . Notably, more than three quarters (77.3%) of those who reported being sexually violated chose to report the incidents to a nearby police station. Some victims hesitate to report incidents due to stigmatisation and fear, underscoring the imperative for ro bust support systems. The findings indicate a significant link between the initiation of the Yellow Card campaign and an increased likelihood of individuals reporting instances of sexual violation. In conclusion, the study posits that soci al media has play ed a pivotal role in the success of the Yellow Card Campaign against SGBV in Ondo State. The strategic utilization of social media as a primary tool for awareness creation, coupled with offline efforts, has proven highly effective.

KEYWORDS:

Social medi a , Yellow Card Campaigns , Sexual violence , Gender , Social Media Subscribers

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Volume 06 Issue 11 November 2023