You have no items in your shopping cart.
ABSTRACT
Many researches carried out have proven that communication and development are so closely related that there cannot be development without communication. These communication process are often done through mass media campaigns and advocacy, advertising. One of such campaign is the exclusive breast-feeding campaign. Exclusive breast-feeding campaign is leading intervention in the prevention of child malnutrition which is the major cause of more than half of all child deaths in developing countries, owing to this fact; it is the burden of the researchers therefore, to evaluate media campaign on exclusive breast-feeding, in order to analyze its influence on the women in Benin metropolis. Thus, this research seeks to analyze and evaluate the effectiveness of media campaign on exclusive breast-feeding campaign in Benin metropolis. This study used the survey methodology which was suitable for the questioning of the research sample size which included people who may not be as educated as others and a sample size of 300 respondents was used. The purposive sampling technique was adopted for this study. The finding of this study showed that campaigns on exclusive breast-feeding in the mass media are not adequate and thus may not be effective in bringing about the behavioural change that is observed. This study concluded that broadcast media are more effective and would have more impact on women than the print media. The interpersonal channel which is the mode of communication during the antenatal clinic session and interaction amongst friend and in the market place is the effective mode of communication to reach the women. Having drawn the above conclusion based on the major finding of this study, the research offers the following recommendations: that campaign designers should adopt communication approaches and media theories which will most suitably work for the particular target audience. It is very essential that media campaign should be reviewed from time to time as long as the need to place such campaign in the media still exists. There should be more campaign on exclusive breast feeding which would aggressively persuade and motivate women to do it. Adopting strategies such as dramas, songs, and group grooming session should take place and lastly, interpersonal communication at clinics, markets, and offices, etc., should be seen notable supplementary means of exclusive breast-feeding campaign.
