Abstract:

There is virtually no city in the world that is without a record of street children. Stigmatization is a communication process. Communication can also be used to stop stigmatization. public service announcements (PSAs) is seen as a catalyst for behavior change. The main goal of this research was to assess the impact of public service announcement role in cubing the stigmatization of street children (Skolombo) in Calabar, Nigeria. The theoretical construct for this study hinges on the social learning theory and the social cognitive theory. Survey design was adopted in the study. Data were gathered through structured-questionnaire administered on residents of Calabar Municipal. The implications of the result of this study, therefore, is that public service announcement is a medium of strategic communication that can be used to address societal issues.