Application Of Unicef’s Communication Model For Behaviour Change: Mothers’ Response To Polio Eradication Campaign In Selected Nigerian States

Numerous studies have investigated the general and specific effects of the media of communication on attitude and behaviour modification or change, using different theoretical approaches. Since polio cases assumed worse dimensions in Nigeria between 2003 and 2006, the UNICEF-developed ACADA communication planning framework for behaviour change has been consistently used to address the communication issues related to the problem. This study was conceived to provide data for policy makers, advocacy groups, development agencies and communication scholars on how the ACADA model for behaviour change has been applied and how mothers in study locations have responded to the polio eradication campaign in selected states in Nigeria. The social marketing theory, of which the ACADA model is a sub-set, formed the theoretical framework for the study. Triangulation research method consisting of survey, focus group discussion and interview were used to obtain data for the study. Multi-stage random sampling technique was used to select 800 mothers of child-bearing age from four states in the country. From two polio-free South-West states, 400 mothers were selected, made up of 100 each from Ikere and Ido-Osi LGAs in Ekiti State, Ayobo-Ipaja and Yaba Local Council Development Authorities in Lagos State. From two polioendemic North-West, another 400 mothers chosen, comprising of 100 each from Kaduna North and Chikun LGAs in Kaduna State and Gwale and Rimin-Gado LGAs in Kano State. Focus group discussion was used to obtain additional data from mothers while interview method was used to obtain information from polio programme officers in the local governments. Data collection instrument was the structured questionnaire. Of the 800 questionnaire administered to respondents, 716 were returned, only 654 were correctly filled. Data were analysed at univariate, bivariate and multivariate levels using the Statistical Package for Social Sciences (SPSS). Eight research questions were raised and eight hypotheses formulated for the study. This shows there is relationship between the application of ACADA model for behaviour change and the positive response of mothers to the polio eradication campaign in the four selected states.