| dc.description.abstract | Numerous studies highlight the media's critical role in spreading health information, encouraging healthy behaviours, and shaping public health outcomes. Radio arguably remains the most accessible medium in Kenya, reaching about 74% of adults. Despite Vihiga FMs Wakilishaprogrammerunning since 2016 and addressing alcohol abuse, alcohol consumption among youth in Vihiga Sub County remains high. This study assessed the Wakilisha radio programme as a campaign platform against alcohol abuse among the youth in VihigaSubcounty, Kenya.To determine whether the program successfully reaches its intended audience, the youth.Its objectives were to assess the reach and content quality of the Wakilisha Programme among the youth in Vihiga Sub-County, to compare the knowledge, attitudes, and behavioural intentions regarding alcohol abuse between regular listeners and non-listeners of the programme, and to identify the perceived influence of the Wakilisha Programme on alcohol-related decisions among its youth listeners.This study was guided by Agenda-Setting and Uses and Gratifications Theories. The research focused on the August and December holiday seasons of 2024, when 8 alcohol focused episodes were aired. These periods were important because school holidays increase youth presence in the community, social activity and heightened vulnerability to alcohol use, offering a strategic opportunity for preventive communication. A cross-sectional mixed-method research design was adopted. The target population consisted of 22,047 youths, and the head of programmes and one radio presenter. Using Yamane's (1967) formula, a sample size of 393 listeners was obtained. Systematic random sampling was used to select youth respondents while purposive identified two radio personnel. Questionnaires and interview schedules were used for data collection. Validity of the research instruments was ensured through expert review and alignment with study objectives, while reliability was confirmed through pilot testing and Cronbach‘s Alpha coefficients exceeding 0.7. Quantitative data were analysed using descriptive statistics and logistic regression while qualitative data were analysed thematically. Findings showed that85.4% of youth were aware of Wakilisha,and regular listeners reported higher knowledge, more critical attitudes, and a stronger willingness to enact positive behaviours than non-listeners. Relatable, real-life stories emerged as a strength of the programme. While the platform is theoretically sound, its main challenges are logistical, relating to broadcast timing and interactivity, rather than content relevance, indicating that strategic optimisations in delivery could further enhance its substantial impact. Therefore, the study concludes that the Wakilisha Programme is a highly effective campaign whose proven success, rooted in compelling narratives and broad appeal, provides a strong foundation for maximizing its public health impact through strategic improvements to its broadcast schedule and interactive features. Based on the findings, it is recommended that the programme's management and broadcast partners prioritize securing a more convenient prime-time slot and invest in technical capacity for live, interactive features to maximize the platform's substantial impact. | en_US |
