Abstract: This research report aims to assess the use of participatory communication strategies in combating drug abuse among youths in kalikiliki used by care youth foundation to educate the youths of kalikiliki township about the potential harmful effects of alcohol and other drugs. The strategies were adapted from the Serenity for harm reduction program. The media and other institutions have highlighted the alarming levels of youths abusing alcohol and other drugs in this community.
A total of 198 respondents participated in this survey and all reside or directly influence activities of this community. The data was collected through questionnaires, focus group discussions, in-depth interviews, and document analysis and field observation. In addition, data was also collected using scholarly books, journals and magazines. The data collected through questionnaires was analyzed using Statistical Package for Social Sciences (SPSS).
The research findings indicate that the community lacks sufficient communication structures and support from other organizations/institutions. Care youth foundation is the only organization that has been identified to have effectively managed to sensitize the youth using participatory communication methodologies that have proved to be effective.
The study revealed that CAYOF engages the youth in awareness activities by using participatory communication strategies such as drama, flash mob theatre, role-play and mass media through the print, television, and radio.
From the study, findings indicate that CAYOF has managed to disseminate information to the youth’s despite the hostility experienced due to the presence of illegal drugs. Some of the participatory strategies CAYOF has used are engaging opinion leaders, the youth’s and carrying out activities in established formal places such as schools. The other important aspect is that information disseminated by CAYOF to the youth’s has been considered as appropriate and is not a threat to any group/individual in the community. Therefore, care youth foundation is slowly becoming a household name as it continues to disseminate appropriate information to the youth of Kalikiliki Township.
From the research findings, it was recommended that there should be increased participation by the youths and leaders, community leaders. The youth and cooperating partners within Kalikiliki Township should also involve the youths in designing communication messages, use of ex alcohol abusers as role models and establishment of an information desk.
Keywords: Communication Strategies, CAYOF, Care youth foundation.
Title: A Study on the Use of Participatory Communication Strategies in Combating Drug Abuse Among Youth of Kalikiliki Compound, Lusaka
Author: Arun Prasath
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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