PERCEPTION OF WOMEN ON SOCIAL ADVERTISING USE IN ENHANCING MENINGITIS CAMPAIGN IN ANAMBRA STATE

ABSTRACT

This study evaluated the use of social advertising in enhancing diffusion of meningitis vaccine campaigns among women in Anambra State. The main objective of the study is to ascertain whether information on meningitis vaccine is understood and practiced and whether it has to reduce the cases of meningitis in Anambra State. Related literature that are relevant to the study were reviewed with the agenda-setting, uses and gratifications theories and the health believe models as the theoretical framework of analysis. The study adopted the survey research design in examining 399 respondents selected from the 2,422,920 population of women in Anambra State using the Taro Yamani’s sample size determination formula. The purposive and multi-stage sampling techniques were used to select and reach the actual respondents. The study found among others that Anambra State women understood the meningitis vaccine campaigns; they also practice it leading to reduction in meningitis cases in the state. The researcher recommends among others that governments at all levels, development and change agents should see and use social advertising as a strategy for social and health campaigns for easy understanding and diffusion.

Statement of Research problem
Generally, the issue that bothers on meningitis vaccine campaign is of great concern to Nigeria in particular and the world over. With so much efforts being mounted on curbing or preventing the scourge, there seem to be little or no success as there are still evidence of its menace in the world and Nigeria in particular. Information about meningitis, its modes of infection, prevention and even the knowledge of the vaccine used in dealing with disease in the news media in Nigeria by governments and Non-Governmental Organizations (NGOs) cannot be said to have diffused properly. This being the case, the strategies modes and channels used in reaching the people must have been faulty. Health workers efforts and attitudes at educating the people about the vaccination have neither persuaded nor convinced the generality of the people to change their attitude about vaccination (Omtara et al 2012).
Based on the foregoing, the strategies, modes and channels of reaching the people about meningitis outbreak and its vaccination must be gotten right. Illusionary or misconceptions about using vaccination for family planning strategy must be corrected by change agents and the government. This is where social advertising becomes imperative as a communication tool that is capable of shaping the people’s attitude and behaviour towards meningitis and other health and social issues in the country.

Social advertising has the ability to send signals through the various media and intended response can be gotten fast and can have groups take immediate actions that may have positive impact on the health of the people and national development at the long run. The problem is whether this strategy has been in use in educating women in Anambra State about meningitis outbreak and its vaccination. It is against this backdrop that this study is designed to find out women’s perception on social advertising use in enhancing diffusion of meningitis vaccine campaign in Anambra State

1.3 Objectives of the Study
The thrust of this study is to assess women’s perception of social advertising use in enhancing diffusion of meningitis vaccine campaign in Anambra state. The specific objectives are as follows:
• To find out respondents’ level of awareness to meningitis vaccine campaign awareness
• To ascertain respondents’ sources of information on meningitis
• To ascertain respondents’ perception of the campaign message through social advertising
• To find out whether respondents put the campaign message into practice after exposure to media messages on the campaign.
• To find out whether there is a relationship between respondents’ understanding of the campaign messages and its practice in Anambra State

1.4 Research Questions
1. What is respondents’ level of exposure to meningitis vaccine campaign?
2. What are respondents’ sources of information on meningitis?
3. What is respondents’ perception of the campaign messages through social advertising?
3. Do respondents put the campaign messages to practice?
5. Is there a relationship between respondents’ understanding of the campaign messages and its practice in Anambra State?