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
