Media Advocacy and Public Awareness: Evaluating Nigeria Info and Africa Independent Television Campaigns on Child Adoption in Rivers State

This study examined the role of media advocacy in promoting awareness, influencing attitudes, and shaping policy directions toward child adoption in Rivers State, Nigeria. It specifically focused on the advocacy efforts of two major media organisations, Nigeria Info FM and Africa Independent Television (AIT), in educating the public, reducing adoptionrelated stigma, and encouraging policy engagement. The study was guided by the AgendaSetting Theory and Cultivation Theories. The research adopted the survey research design, using structured questionnaires and in-depth interviews to collect data from the respondents. A sample size of 400 using the Taro Yamane sample size determination formula from a total population of 9, 898, 470. It employed multi-stage and purposive sampling as the method of sampling technique. The results of the study revealed that child adoption Nigeria Info FM and AIT advocated for were public awareness, capacity building, community-based, administrative and legislative advocacy campaigns; the level of Rivers State residents’ awareness to Nigeria Info and AIT advocacy campaigns on child adoption is significantly high. This is due to the high level of audience engagement with Nigeria Info FM and AIT’s advocacy campaigns on child adoption; Nigeria Info FM and AIT have significantly influenced positive shifts in public attitudes toward child adoption, fostering greater acceptance and support for adoption-related initiatives in Rivers State. The study concluded that while media advocacy significantly influences public awareness and attitude formation, it requires sustained strategic planning, content relevance, and policy support to achieve long-term change. It recommended that media houses should collaborate more closely with adoption agencies, social workers, and government bodies to develop targeted advocacy campaigns that blend education with empathy. Furthermore, training journalists in advocacy communication and ensuring the inclusion of factual, culturally sensitive messages could enhance media credibility and policy responsiveness.