Assessing the Influence of the One Champions Digital Advocacy Program on Public Awareness, Youth Engagement, and Policy Change in Development Communications in Nigeria

Abstract

This study assesses the influence of the ONE Champions Digital Advocacy Program on public awareness and policy change within Nigeria's development
communications landscape. The objectives are to evaluate the program’s impact on public knowledge and youth engagement, examine its role in
fostering policy dialogue, and identify challenges that hinder broader influence. Using a qualitative research design, this study relies on secondary
data analysis and interviews to explore the program's effectiveness in promoting awareness on issues such as health, education, and social justice.
Findings indicate that the program significantly enhances public knowledge, empowering young advocates to engage actively with policymakers. However,
barriers like limited internet access (the "digital divide") and political resistance from officials reluctant to engage with youth-led initiatives reduce
its reach and impact. Recommendations include expanding digital literacy initiatives, building multi-stakeholder partnerships, and strengthening offline
engagement strategies to overcome these challenges. This study concludes that while the ONE Champions Program has made substantial progress in shaping
policy discourse, greater efforts are required to ensure inclusivity and sustain advocacy across underserved communities in Nigeria.