Abstract

Numerous efforts have been made over the last five decades by the various governments, international and local organisations to reduce the scourge of Poliomyelitis infection among children between ages 0-5 years. The campaign target has been to attain near total coverage of children through the uptake of Oral Polio Vaccine (OPV). Although television, radio and the print media have been used by NPHCDA to mount information and advocacy campaigns against the polio scourge and the need for children to be vaccinated; the mass media have largely been ineffective in reaching out to rural communities while the potential of local channels has not been fully and optimally maximized. This study, therefore, was aimed at creating an understanding for the effective mix between conventional and local media use to enhance communication for the eradication of polio in Nigeria. Anchored on the Diffusion Theory, the study established a strong nexus between the theory and behaviour change that places emphasis on interpersonal communication which could help to drive the message of OPV. The study adopted the triangulation methodology of both quantitative and qualitative tools - Structured Questionnaire, Key Informant Interview and Focus Group Discussions. Findings revealed that awareness of the polio disease was created by the NPHCDA’s use of conventional communication channels but not to optimal levels required to meet a 98 percent immunization coverage accepted internationally. 

Key Words: Polio, Oral Polio Vaccine, Media Usage, UNICEF, NPHCDA

Author’s Bio

*Nasir Danladi Bako is a Doctoral Student in the Development Communication Programme, Faculty of Arts, Ahmadu Bello University, Zaria, Nigeria.

^JCMR Journal of Communication and Media Research, Vol. 11, No. 2, October 2019, pp.  234 - 246