Assessment of Public Relations Campaign Effectiveness in Behavioural Change Towards the Use of Insecticide-Treated Mosquito Nets in Selected Communities in Ethiope East, Delta State (Published)
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
Public Relations Campaigns and Behavioral Change: A Case Study of Malaria in Kokori and Abraka (Published)
This study assessed the public relations effectiveness of a malaria awareness campaign conducted by the Delta State Ministry of Health in the Kokori and Abraka communities of Ethiope East Local Government Area. Adopting a quantitative survey design, the study utilized a structured questionnaire to gather data from 108 purposively selected respondents. Findings revealed a high level of campaign awareness, with 86.1% of respondents reporting exposure to messages primarily disseminated through radio jingles and community health workers. However, a significant gap was identified between awareness and action, as only 41.7% of respondents adopted the recommended behavior of using insecticide-treated mosquito nets. The study concludes that while the campaign was effective in message dissemination, it failed to achieve behavioral change due to a lack of perceived message credibility and an inability to overcome deeply ingrained cultural beliefs It recommends that future campaigns move beyond a one-way communication model and prioritize two-way communication, formative research, and the strategic use of trusted interpersonal channels to foster genuine community engagement and lasting impact
Keywords: Public Relations, behavioral change, community engagement., diffusion of innovations, health communication, malaria campaigns