Media Intervention in Endemic Disease Awareness and Control: Re-Evaluating the Efficacy of Radio Advocacy in Selected Urban Areas of Ogun State, Nigeria

Abstract

Babatunde O Oni, Chioma Njoku*, Maduka Nwambam, Chinyere Mbaka, Ngozi Wellington and Titilope Owoeye

This study evaluates the effectiveness of radio as a medium of health communication in addressing endemic diseases in parts of Ogun State, Nigeria, focusing on Lassa fever, tuberculosis, and cholera. The work was anchored on health belief Model (HBM). It provided empirical evidence regarding the effectiveness of radio in health communication interventions in view of the common belief in the strength of radio in promoting public health messages. The study reevaluated the role of radio in disseminating public health information. By airing a purposely designed public health radio advocacy message (jingle) over eight weeks, the study assesses the influence of radio messages on audience awareness and knowledge of the stated diseases as well audience attitude towards the media messages. Utilizing a descriptive survey design, the research targets a population of 1,421,500 across five local government areas, with a sample size of 385 respondents. Data were gathered through questionnaires administered in ten communities, focusing on the effectiveness of the radio broadcasts from OGBC Radio 90.5 FM and Super FM 96.3. Findings reveal that the audience's level of awareness and knowledge regarding the diseases is notably low, with respondents exhibiting a negative attitude towards radio messages. Furthermore, the study identifies a lack of significant impact of these media messages in curbing the spread of endemic diseases among urban populations. Analysis indicates that audience awareness and knowledge are crucial determinants of attitudes towards health messages. This research contributes to existing knowledge on media's role in public health advocacy and the necessity for strategic engagement between health authorities and media outlets to enhance public health outcomes. The research underscores the need for improved media strategies in public health advocacy to enhance community engagement and effectiveness in disease prevention efforts.

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