Evaluating the Impact of Communication Campaigns on Public Awareness and Behaviour Change: A Case Study of World Vision Ghana's End Child Marriage Campaign in Fanteakwa District

Abstract

This study investigates the impact of World Vision’s End Child Marriage communication campaign on public awareness and behaviour change in the Fanteakwa District. Utilizing a qualitative research approach, the study explores community members’ perspectives on child marriage and evaluates the effectiveness of the campaign messages. A case study design provides an in-depth understanding of the campaign's impact within the specific context of Fanteakwa District. The target audience includes parents, youth, teachers, and local leaders exposed to the campaign, with a purposive sample of 20 participants selected to ensure the collection of relevant information. Data were gathered through semi-structured interviews, focus group discussions, and document analysis. Thematic analysis was employed to identify key patterns and themes in the data. Findings indicate that the campaign successfully raised awareness about child marriage among participants, leading to significant changes in attitudes and behaviours. However, challenges persist in fully transforming traditional mindsets. The study recommends enhancing community engagement by continuing public dialogues and involving religious and traditional leaders to reinforce campaign messages. It also suggests leveraging digital platforms to reach a broader audience, particularly youth, through innovative online campaigns. Furthermore, the study underscores the importance of providing comprehensive support services, such as counselling, life skills training, and economic empowerment programs for vulnerable girls and their families. Additionally, establishing a robust monitoring and evaluation system is crucial to track the campaign's impact and optimize future interventions. Finally, the study advocates for policies that protect girls' rights, promote gender equality, and criminalize child marriage, emphasizing collaboration with government and civil society organizations to influence legislation and ensure its effective implementation.