An Assessment of Media Campaigns on Uwezo Fund: Case Study of Lari Constituency Kiambu County
Abstract
The study set out to assess media campaigns carried out on Uwezo fund in order to
determine the effectiveness of awareness created by the campaign in Lari Constituency.
This was prompted by the desire to ensure that the money released for the youth is fully
utilized and that none goes back to the government due to failed uptake whereas the
youth are still struggling with unemployment in Kenya. Interrogation from diverse
scholars and previous successful media campaign projects casts light on how Media
campaigns are effected in creating awareness. The theoretical framework included
diffusion of innovations communications theory and a 2step flow communication theory.
Data was collected through questionnaires and interviews. Contributions by key
informants were also looked at to give additional perspective on the project. The study
has identified the level of awareness created by the campaigns currently done on Uwezo
fund, the media tools that the government used in creating awareness among the youth
and the level of uptake of the fund by the youth.