Despite significant investments in malaria awareness campaigns in Nigeria, the translation of awareness into consistent preventive behaviour remains a critical public health challenge. This study assessed the public relations effectiveness of a malaria awareness campaign conducted by the Delta State Ministry of Health in Kokori and Abraka communities of Ethiope East Local Government Area, Delta State, Nigeria. Adopting a quantitative survey method, the study utilized a structured questionnaire to gather data from 108 purposively selected respondents. Data were analyzed using descriptive and inferential statistics via SPSS Version 26. Findings revealed a high level of campaign awareness (86.1%), with radio jingles (43.5%) and community health workers (34.3%) identified as primary information sources. However, a significant awareness-action gap was identified, as only 41.7% of respondents adopted the recommended behaviour of consistent insecticide-treated net (ITN) use. Community health workers emerged as the most credible information source (mean credibility score = 4.5), significantly outperforming mass media channels. Key barriers to adoption included lack of trust in net effectiveness (31.7%), belief in traditional remedies (25.4%), and perceived inconvenience (22.2%). While the campaign effectively disseminated messages, it failed to achieve behavioural change due to limited message credibility from mass media sources and inability to address deeply ingrained cultural beliefs. The study recommends transitioning from one-way communication models to participatory, two-way communication strategies that prioritize formative research, interpersonal channels, and community engagement.
Keywords: Behavioural Change, Public Relations, community engagement., diffusion of innovations, health communication, insecticide-treated nets, malaria campaigns
