A comparative analysis: the impact of awareness campaigns on students concerns at university level

Abstract

This work is a reflection on the role of the Counseling Center (CC) at University level in addressing issues of common interest to youth. It is particularly researching the impact and effectiveness of awareness campaigns when addressed to youth (18-22 years old) as a receptive end. The paper will detail two awareness campaigns initiated by the Counseling Center at the University of Balamand. The first campaign entitled "UOB recycles" aims at spreading environmental awareness. "UOB recycles" was structured and implemented over a period of three years during which UOB students were fully involved in designing and implementing the campaign within the University as well as in the community. University students were the actual campaign managers and played the role of mentors to high school students of a younger age. The "UOB recycles" campaign adopted therefore an indirect approach to reach youth and pass its message across. The second campaign entitled "Drugs Will Cost You More than Money" was designed to address University students about drug abuse in a direct way. It was designed over a period of two years in which students were perceived as passive audience. A major function of the campaign was designed and implemented by the Office of Students Affairs in collaboration with specialists in the field. The paper will present a comparative study between the two campaigns. The impact of each campaign on students will be highlighted. The results of conducted focus groups adopting the Delphi methodology will be included. The paper aims to reflect on the challenges faced when disseminating any message to youth at this critical age.