Impact Assessment of Exclusive Breastfeeding Media Campaign Among Mothers in Selected Metropolitan Cities in South East Nigeria

Abstract

This research is funded by Tertiary Education Trust Fund (TETFund) of the Federal Government of Nigeria through Abia State University, Uturu, Nigeria.

Abstract

Unarguably, the mass media by virtue of their information dissemination function play vital role in communication for health and sustainable development of the society. Health communication involves the study and use of communication strategies to inform and influence individuals and community decisions in enhancing healthy living. Therefore, the health sector, like any given sector of the society, shares a remarkable and unalienable relationship with the mass media, as evidenced through the radio, television, newspapers and magazines, among others, in communicating health policies, reporting activities in the health sector, embarking on health campaigns and in publicizing health programmes. The study is an impact assessment of exclusive breastfeeding media campaign among mothers in selected metropolitan cities in South East Nigeria to ascertain their disposition to exclusive breastfeeding media campaign messages amidst prevailing lack of interest among majority of mothers in upholding this auspicious agelong practice which invariably impacts on the wellbeing of the infant child, perhaps as a result of ignorance and lack of education, among other social factors. Qualitative and quantitative (mixed) research approaches were employed in this study. Findings reveal evident positive impact of exclusive breastfeeding media campaign messages on mother in South East Nigeria. However, antenatal channel rather than the traditional media channels remains the major source of information to mothers on exclusive breastfeeding practice in the region. The study, therefore, strongly affirms that much more is still required from the traditional media platforms especially in terms of enlivened programme design and committed publicity to rightly occupy their place in this campaign role considering the heterogeneous nature of the audience they serve, which predisposes them more advantageous to reach even prospective mothers (those not yet expecting babies) who may not have immediate need to come for antenatal to access such beneficial nutritional and health information.

Key words: exclusive breastfeeding, health communication, media campaign, mothers, South East Nigeria, sustainable development

DOI: 10.7176/RHSS/9-14-16

Publication date:July 31^st 2019