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.