Title: Assessment Of Mass Media Campaign On Exclusive Breast Feeding (Case Study Of Abeokuta South Local Government) Ogun State
Authors: Omolara Oluwatoyin IDEHENRE
Volume: 8
Issue: 8
Pages: 197-206
Publication Date: 2024/08/28
Abstract:
This study is on assessment of mass media campaign on exclusive breast feeding (case study of Abeokuta South Local Government) Ogun State. This study made used of a mixed reaserch method of quantitative and qualitative research design. The questionnaire was adopted using a survey while interview approach was used as qualitative research. The population of the study are pregnant women, nursing mothers and maternity homes in Abeokuta South Local Government Area of Ogun State. A total number of 125 pregnant women and nursing mothers in Abeokuta South were administered questionnaire while Three (3) health care workers and Two (2) media practitioners were interviewed. Three research questions were answered and one hypothesis was tested using Multiple Regression Analysis. Data was analyzed using SPSS version 25.0. The result of the study revealed that majority of the respondents claimed that they are aware of media campaigns on exclusive breast feeding (X = 3.73, SD = 2.52) and are aware of radio jingles on exclusive breast feeding (X = 3.36, SD = 1.23). Also, the result of the hypothesis showed that media campaign channels (radio, antenatal, mother) significantly affect the exclusive breast feeding message with Radio having the highest coefficient (? = 15.606, P, <.05), Antenatal (? = 6.023, P,<,.05) and Mother (? = 5.784, P,<,.05). This study concludes that media campaign channels significantly influence the exclusive breast feeding. The study recommended that more media campaigns on exclusive breast feeding should be created using various media platforms.