EFFECTIVENESS OF BROADCAST MEDIA CAMPAIGNS ON MEASLES AWARENESS IN KEBBI STATE, NIGERIA
Keywords:
Broadcast Media Campaigns, Measles Awareness, Kebbi Radio, Kebbi TV, Health CommunicationAbstract
This study examined the effectiveness of broadcast media campaigns on measles awareness in Kebbi State, Nigeria, with focus on Kebbi Radio and Kebbi TV. The study investigated exposure levels, awareness creation, influence on attitudes toward immunization, and challenges affecting campaign effectiveness. The study was anchored on the Health Belief Model and Agenda Setting Theory. A descriptive survey research design was adopted. The population comprised residents of Kebbi State aged 18 years and above with access to radio and television, estimated at 2,498,490. A sample size of 385 respondents was selected using the Australian online calculator, and data were collected using a structured questionnaire. A total of 380 valid responses were analyzed using simple percentages. Findings revealed that residents are highly exposed to measles awareness campaigns on Kebbi Radio and Kebbi TV. The study further showed that the campaigns create significant awareness and positively influence attitudes toward measles immunization. However, effectiveness is hindered by poor electricity supply, illiteracy, and limited media access. The study concludes that broadcast media campaigns play a vital role in improving measles awareness and promoting immunization behaviour in Kebbi State.
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