Media Impact and Behavioural Change: Evidence from COVID-19 Prevention Campaigns in North-West Nigeria

Abstract

This study investigates the impact of media messages on public knowledge, attitudes, and practices (KAP) regarding COVID-19 prevention in North-West Nigeria. Employing a mixed-method approach, quantitative data were collected from 1,152 respondents across Kaduna, Kano, and Sokoto states, while qualitative responses were obtained from Focus Group Discussions (FGDs) and in-depth interviews. The findings reveal that 48% of respondents adopted new behaviours due to media educative campaigns, highlighting significant development outcomes. However, barriers such as limited media access and socio-economic constraints were noted, with 20.3% reporting no behavioural change. Media-driven awareness was evident in increased handwashing, mask usage, and physical distancing practices, though inconsistencies in adherence persisted. The study concludes that while media messages play a critical role in impacting public health behaviours, addressing structural barriers and misinformation is essential. These findings provide empirical evidence for designing effective health communication strategies, particularly in diverse socio-cultural contexts.

Keywords: COVID-19 prevention, Media impact, Behavioural change, Public health communication, North-West Nigeria, Knowledge-Attitude-Practice (KAP)

DOI: 10.7176/NMMC/108-02

Publication date:August 31^st 2025