Audience Perception of Akwa Ibom State Dakkada Mantra Rebranding Campaign: A study of Uyo Residents

Abstract

Dakkada is a change communication strategy initiated by Akwa Ibom State Government to rebrand the State. Dakkada is an Ibibio word that simply means ARISE! The Dakkada initiative is the brain child of the Akwa Ibom State Government. It is a call to the citizens of the State and need to rise above pettiness and move into greatness founded on good ethos. It is about attitudinal cum mental reformation and economic regeneration. This study examined Uyo audience perception of re-branding Akwa Ibom State with Dakkada mantra. The study investigates how Uyo residents perceive Dakkada campaign message, to examine what interest Uyo residents in Dakkada campaign message and to determine the medium through which respondents access the Dakkada campaign messages. The study employed survey research method. Results showed that residents of Uyo metropolis perceived the Dakkada campaign initiative as a positive development. Uyo residents preferred the content of Dakkada message and they accessed the Dakkada messages through radio medium. The study recommended thatAkwa Ibom people should develop more positive attitudes towards Dakkada campaign and embrace it whole heartedly.