EVALUATION OF NEWSPAPER COVERAGE OF PINK PEARL FOUNDATION BREAST CANCER CAMPAIGNS IN SOUTH-SOUTH NIGERIA
ABSTRACT
Breast cancer as a scourge has become a global issue and its threat has led to a growing consciousness among women who are potential victims. This is why Pink Pearl Foundation (PPF) Breast Cancer Campaigns is undertaking an awareness and attitude change campaign to influence positive behaviour towards its prevention among women. Hence, this study evaluates the effectiveness of Pink Pearl Foundation (PPF) Breast Cancer Campaigns among women in south-south Nigeria. Using the survey and content analysis methods of research, responses were generated from randomly selected respondents, while data were drawn from manifest content of communication of the newspapers as well as responses from women using questionnaire. A sample size of 300 was used for this study. The findings reveal among other things, that there is lack of depth in knowledge about PPF breast cancer campaign and also lack of prominence in newspaper coverage of the phenomenon. Hence, the researcher recommends that journalists should go beyond the normal straight news reporting to giving background and interpretation to health issues of this nature to improve knowledge and engender positive behaviour from readers.