Emilly Nahabwe2026-06-152026-06-152026-04-24https://hdl.handle.net/20.500.12311/3341UndergraduateThis study examined the influence of radio-based Social and Behaviour Change Communication (SBCC) messages on university students, with a focus on Uganda Christian University (UCU). Although radio continues to be widely used for behaviour change campaigns in Uganda, changing media consumption patterns among young people raise questions about its relevance and effectiveness for university students. The study adopted a qualitative research approach, using interviews with undergraduate students and communication practitioners involved in radio and SBCC-related work. Data was collected through semi-structured interviews and supported by an audio production that documented participant perspectives. Thematic analysis was used to identify key patterns emerging from the data. The findings revealed that while some students are exposed to radio-based SBCC messages, most do not consider them highly influential in shaping their behaviour. Credibility emerged as a critical factor in determining whether students considered a message believable or worth engaging with. Participants indicated that the source of the message, clarity, and relevance to their lived experiences played a major role in message acceptance. Communication practitioners similarly emphasised credibility as central to effective SBCC. The study concludes that radio-based SBCC messages targeting university students must prioritise credibility, relevance, and audience-centred approaches to remain effective. The findings contribute to discussions on youth communication, media credibility, and the future of radio-based behaviour change campaigns within higher education contexts.enDissertation