Effectiveness of indigenous language media in disseminating health information to rural women: The case of malaria campaigns via radio in Anambra State, Nigeria

Abstract

The history of the use of radio programmes at the national and state levels in Nigeria to disseminate malaria prevention and control strategies seems to be as old as the history of the country itself. Radio as a broadcast medium is particularly praised for its strength in enhancing the development process particularly in the rural areas because it is flexible in nature. But despite the fight against malaria over the years, the disease continued to take the lives of children and women of child bearing ages who mostly live in rural communities. This is the reason for the change in the language used in malaria radio campaigns. Indigenous languages are now adopted in producing radio malaria campaigns meant for rural communities in order to achieve higher message comprehension. This study therefore examined the effectiveness of Igbo language in creating awareness about malaria control strategies among women in rural communities of Anambra State, Nigeria. The Health Belief Model (HBM) was used in the study as the theoretical framework of analysis. Survey research method was adopted whereas purposive sampling technique was employed in selecting 399 respondents from women in ten rural communities of Anambra State. Questionnaire was used as instrument for data collection. The study found among others that Igbo radio campaign in Sapientia Radio, Onitsha, tagged “kill mosquito, stop Malaria" has really helped in reducing the incidences of malaria attack among women in Anambra state who now adopt preventive strategies against malaria as emphasized in the campaign. The reason for this seems to be the use of indigenous language in creating awareness through the campaign. The study recommends therefore that selection of media for campaign messages should be done in relation to the particular characteristics of the area of study if the desired objective is to be met.

Keywords: Malaria, Malaria Campaign, Indigenous Language, Health Information, Rural Women.