International Journal of Sub-Saharan African Research (IJSSAR)

Background: Malaria remains a major public health challenge in sub-Saharan Africa despite sustained prevention efforts. In Nigeria, communication strategies such as radio broadcasts, television advertisements, social media, printed materials, and community health outreach are used to promote preventive behaviours. However, persistent malaria prevalence suggests that awareness does not always translate into behaviour change.
Objective: This study assessed the impact of communication strategies in malaria prevention campaigns and their influence on behaviour change among residents of Abuloma Community, Rivers State, Nigeria.
Method: A descriptive survey design was adopted. Using Taro Yamane’s formula, 345 respondents were selected. Data were collected through structured questionnaires and analysed using frequencies, percentages, mean scores, and chi-square statistics.
Result: Findings revealed high exposure to malaria prevention messages among residents. Radio broadcasts and community health workers emerged as the most influential communication channels. A statistically significant relationship was found between campaign exposure and the adoption of preventive behaviours. However, economic constraints, inconsistent message exposure, and cultural beliefs limited campaign effectiveness.
Conclusion: Communication strategies significantly promote malaria preventive behaviours, although their effectiveness is constrained by socio-economic and cultural factors.
Unique Contribution: The study provides empirical evidence linking communication-based malaria interventions to behaviour change and underscores the importance of community health workers and culturally relevant messaging.
Key Recommendation: Malaria prevention programmes should prioritise community-based, culturally sensitive, and sustained communication strategies while addressing economic barriers to preventive practice adoption.