The Effectiveness of Bukombe District Communication Unit (BDCU)” Campaign on Enrollment of Primary School Children in Geita Tanzania.

Mwakalembusya, Atupakisye Martin (2025) The Effectiveness of Bukombe District Communication Unit (BDCU)” Campaign on Enrollment of Primary School Children in Geita Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The purpose of this study was to evaluate the effectiveness of the campaign conducted by the Bukombe District Communication Unit ” in promoting the enrollment of primary school children in Bukombe District, Geita Region, Tanzania. Specifically, the study aimed to: (1) assess the effectiveness of communication strategies used in the campaign; (2) examine the audience’s understanding of the Bukombe District Communication Unit campaign messages; (3) determine the contribution of the Bukombe District Communication Unit campaign to current primary school enrollment levels; and (4) identify the types of programmes disseminated to enhance enrollment within the district. The study adopted a case study design and employed a mixed-methods approach to gather both qualitative and quantitative data from 92 respondents, comprising 80 parents, 3 head teachers, 3 officers from the Department of Primary Education, 3 officers from Bukombe District Headquarters, and 3 staff from the Communication Unit. Purposive sampling was used to select head teachers and officers, while simple random sampling was used to select parents. Data collection instruments included questionnaires and interviews. The findings indicated that 62.5% of parents found Bukombe District Communication Unit” communication channels accessible, while 68.8% reported message clarity. However, challenges such as geographical barriers and limited digital access hindered outreach effectiveness. The study concludes that while the Bukombe District Communication Unit” campaign significantly improved awareness and enrollment, there is a need for clearer messaging, improved accessibility, and financial support mechanisms for sustainability. It is recommended that outreach efforts be expanded to remote areas, interactive engagement strategies be strengthened, and parental financial constraints be addressed to sustain improvements in primary school enrollment. Future research should explore the long-term effects of enrollment campaigns and the influence of socioeconomic factors on parents’ decision-making. Keywords: communication strategies, primary school enrollment, campaign effectiveness, rural Tanzania, enrollment barriers

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