Level of public awareness of hepatitis B vaccination generated through radio messages in selected North Central states of Nigeria

Despite the proven effectiveness of the hepatitis B vaccine, Nigeria continues to experience low vaccination rates, largely due to limited public awareness and widespread misconceptions about the disease and its prevention. This study was conducted to evaluate the level of public awareness of Hepatitis B vaccination generated through radio messages in selected North Central states of Nigeria, acknowledging the critical role of mass media in shaping health knowledge and behaviour. The study is guided by the agenda-setting theory, which asserts that media influence public perception by emphasising issues deemed important, thereby justifying its application in assessing how radio messaging prioritises vaccination awareness. A survey method was employed, combining primary data collected through structured questionnaires and secondary data obtained from relevant radio content. Questionnaire responses were analysed using percentages, while secondary data were subjected to qualitative content analysis. Findings revealed that radio messages alone are insufficient to generate adequate public awareness, indicating the necessity of a multi-channel approach to reach diverse communities and correct persistent misconceptions. Respondents perceived the content of radio messages as culturally appropriate, informative, simple, and practical, demonstrating that wellcrafted messaging can reinforce public health education and positively influence attitudes toward vaccination. However, systemic shortfalls were evident, including low broadcast frequency, limited coverage, insufficient airtime, and poorly timed scheduling, reducing the overall impact of radio-based health communication. Based on these findings, three recommendations are proposed: public health authorities should adopt a multi-channel approach to sensitisation, combining radio with television, social media, community outreach, and engagement of religious or community leaders; the content of radio messages should be continuously reviewed and enhanced through testimonies, local languages, and context-specific examples while maintaining clarity and simplicity; and the frequency, coverage, and timing of radio messages should be improved by scheduling regular broadcasts across multiple stations during peak listening hours and allocating sufficient airtime for repetition