Effect of Radio Campaign in Promoting Exclusive Breastfeeding Among Women in Rural Areas (A Study of Residents in Enugu North and South Federal Constituency)

This study investigated the effect of radio campaigns in promoting exclusive breastfeeding among women in rural communities within Enugu North and South Federal Constituency. The research sought to determine the extent to which radio campaigns are utilized to encourage exclusive breastfeeding and to assess their effectiveness in influencing the attitudes and behaviors of women in rural areas. The study was anchored on the Agenda Setting Theory and the Health Belief Model, which explain how media messages shape public awareness and health-related decisions. Using a survey research design, data were collected from a sample of women drawn from a population of 1,033,560 residents. A total of 400 questionnaires were distributed, with 375 valid responses analyzed. Data were presented using frequencies, percentages, and tables, while hypotheses were tested using the Chi-square statistical method. Findings revealed that radio campaigns are widely used as a tool for promoting exclusive breastfeeding and have a significant influence on women in rural areas. However, despite the effectiveness of these campaigns in raising awareness, compliance with exclusive breastfeeding recommendations remained relatively low among rural women. The study therefore recommends increased frequency and consistency of breastfeeding messages on radio and the adoption of more strategic communication approaches by broadcast media to encourage positive maternal and child healthcare practices. The research highlights the continued importance of radio as a public health communication tool in rural communities and its role in improving awareness of exclusive breastfeeding practices.