ASSESSMENT OF THE STRATEGIES FOR PROMOTING HEALTH COMMUNICATION IN RURAL COMMUNITIES IN ONICHA LOCAL GOVERNMENT, EBONYI STATE.

Abstract

The health conditions in rural areas have necessitated the study of communication strategies for conveying health-related messages effectively. This research assesses strategies for promoting health communication in Onicha Local Government, Ebonyi State. Using a focus group guide, 240 participants from 30 discussion groups (six per group) provided insights into the study. The Diffusion of Innovations (DOI) theory served as the theoretical framework. Findings reveal that existing communication strategies in the communities are neither effective nor efficient. Discussants noted that these strategies fail to disseminate health information adequately, emphasizing the need for improvement. Local media and community health workers were identified as the most familiar and utilized communication channels. The study concludes that health communication strategies in Onicha Local Government require significant revamping to meet the health needs of rural dwellers. Recommendations include synchronizing local media (such as radio, town criers, and community leaders) with digital communication methods to improve message dissemination. Additionally,
establishing more health centers and training health personnel to work in rural areas is vital to addressing the adverse health conditions of these communities. This research underscores the importance of tailored, culturally relevant communication strategies to enhance health outcomes in rural settings.