Exclusive breastfeeding (EBF) is widely recognized as the most effective infant feeding method, delivering critical nutrients and immunological benefits that significantly reduce infant morbidity and mortality rates. Notwithstanding sustained promotion by the World Health Organization (WHO) and UNICEF, Nigeria continues to experience sub-optimal EBF prevalence, especially among employed nursing mothers who encounter distinctive socioeconomic and cultural challenges. This research examines how media utilization influences the awareness, perceptions, and implementation of exclusive breastfeeding practices among working-class nursing mothers in Southwestern Nigeria. Grounded in the Health Belief Model and Diffusion of Innovations Theory, the investigation employs a mixed-methods research design, integrating survey responses from 400 nursing mothers with qualitative interviews conducted with purposively selected healthcare professionals and media practitioners. The anticipated findings are expected to illuminate media exposure patterns, assess the efficacy of health communication interventions, and elucidate the impact of cultural convictions on breastfeeding choices. This study enriches the scholarly discourse by demonstrating how media-based advocacy strategies can be contextualized to address the lived experiences of working-class mothers, ultimately providing evidence-based recommendations for policy formulation and programmatic interventions aligned with Sustainable Development Goal 3, which emphasizes universal health and well-being.
Olumide Michael Adebayo (Thu,) studied this question.
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