The evolution of media and communications makes information delivery faster. Media and communications are utilized for different purposes including for public health awareness campaign. However, studies evaluating the effectiveness of media and communications in public health awareness campaigns, particularly those that are related to the illicit substance usage awareness are still limited. Hence, this preliminary study aims to evaluate the effectiveness of the usage of electronic media in Drug Awareness Campaign. A cross-sectional survey was conducted involving a total of 50 participants consisting of youths aged 18 to 29. Participants were recruited through convenience sampling method. The findings of the study indicated that the effectiveness of the message strategies, language strategies and media channels strategies are at high level. Meanwhile, the effectiveness of the time strategy and presentation strategy reached a moderately-high level. It is vital that future studies attempt to identify innovation and transformation approaches that can be undertaken to enhance the effectiveness of media and communication strategies towards the Drug Awareness Campaign.
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In-Text Citation: (Jamri et al., 2022)
To Cite this Article: Jamri, M. H., Ismail, N., Ridzuan, A. R., Hassan, M. S., Ibrahim, N. A. N., Rani, N. S. A., & Allam, S. N. S. (2022). Drug Awareness Campaign: A Preliminary Study on The Effectiveness of Electronic Media Strategy among Youth in Penang. International Journal of Academic Research in Business and Social Sciences, 12(8), 380– 388.
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