DEVELOPMENT COMMUNICATION AND ITS EFFECTIVENESS IN PROMOTING PUBLIC HEALTH BEHAVIOUR CHANGE IN COMMUNITIES OF AKWA IBOM STATE

This study examined the effectiveness of development communication in promoting public health behaviour change in communities of Akwa Ibom State, Nigeria. The objectives were to assess the nature and frequency of development communication activities directed at public health in selected communities, determine residents' levels of exposure to health communication messages, examine the extent to which such communication activities influence health knowledge and attitudes, evaluate observed changes in health behaviour among community members, and analyse the relationship between development communication exposure and health behaviour change. Anchored on the Health Belief Model and the Diffusion of Innovations Theory, the study adopted a quantitative cross-sectional survey design. Using a multi-stage sampling technique, a total of 384 structured copies of the questionnaire were administered to adult residents across six Local Government Areas in Akwa Ibom State, of which 376 were valid for analysis. The findings indicate that exposure to development communication messages is moderately high across the sampled communities, with community health workers and radio emerging as the most effective channels. The study established a statistically significant positive relationship between development communication exposure and health behaviour change, evidenced by improvements in immunisation uptake, hygiene practices, and maternal health attendance. It concluded that development communication, when strategically deployed and culturally contextualised, is effective in promoting public health behaviour change, but is constrained by infrastructural deficits, low health literacy, and inconsistent programme implementation. Recommendations include strengthening communication strategies in support of public health goals in Akwa Ibom State