Use of Social Media Campaigns against Substance Abuse among Chemistry Undergraduate Students of the University of Lagos

This study examines the effectiveness of social media campaigns against substance abuse among Chemistry undergraduate students at the University of Lagos (UNILAG). Substance abuse remains a significant threat to the academic performance, mental health, and long-term social outcomes of Nigerian undergraduates, and social media has emerged simultaneously as a risk chasnnel and a prevention tool. Guided by four objectives, the study adopted a descriptive survey design with a quantitative approach. The population comprised undergraduate students of the Department of Chemistry, UNILAG (2024/2025 session, estimated at 600 students). The Taro Yamane (1967) formula was used to determine a sample size of 240, and a stratified proportionate random sampling technique was applied across the four academic levels. A structured questionnaire measuring exposure, awareness, attitudes, perceived campaign effectiveness, and limiting factors was administered; 200 of 242 distributed copies were retrieved and analysed (response rate = 82.6%) using SPSS descriptive statistics. The theoretical framework integrated the Health Belief Model (HBM), Social Learning Theory (SLT), and the Uses and Gratifications Theory (UGT). Findings revealed high exposure to anti-drug campaigns (̄x = 3.74) and strong awareness of substance abuse risks (̄x = 3.96) among respondents. Campaign exposure positively shaped attitudes toward drug-free living (̄x = 3.83) and was perceived as generally effective (̄x = 3.77), yet active engagement with campaign content remained comparatively lower than passive exposure. Peer influence, exposure to pro-drug content, and insufficiently engaging campaign formats emerged as the leading barriers to effectiveness. The study concludes that social media is a high-visibility, high-awareness channel for anti-drug communication among science undergraduates, but translating exposure into sustained behavioural change requires more interactive, peer-led, and platform-optimised strategies. Recommendations include integrating digital literacy into curricula, empowering peer leaders, and deploying targeted, gender-responsive content on Instagram, TikTok, and WhatsApp, alongside longitudinal and experimental research to evaluate long-term impact.