ASSESSMENT OF THE EFFECTIVENESS OF HEALTH COMMUNICATION IN PROMOTING GRASSROOTS DEVELOPMENT OF RURAL COMMUNITIES IN SOUTH EAST NIGERIA

Abstract

This study delves into the important role of health communication in fostering grassroots development in selected rural communities in South East Nigeria. This research investigates how effective communication strategies contribute to improved health outcomes, thereby promoting overall community development. Through a survey research method, with a population size of 385 samples, the use of questionnaire through Google Form shared on social media platforms as well as the use of tables with frequencies and simple percentages which used a quantitative method in analysing and measuring the proportion between variables, the study examines the awareness, accessibility, and impact of health communication initiatives on issues such as disease prevention, maternal and child health, and sanitation. The findings reveal that well-tailored health communication campaigns, utilizing local languages and culturally relevant content, significantly enhance community engagement and compliance with health guidelines. However, challenges such as limited infrastructure, low literacy rates, and cultural barriers often hinder the effectiveness of these efforts. The study highlights the need for sustainable, community-driven communication strategies that involve local stakeholders and leverage traditional and modern media to reach diverse audiences. By bridging the gap between health knowledge and practice, health communication not only improves individual and public health but also drives broader socio-economic development at the grassroots level. The implications of these findings underscore the necessity of integrating health communication into rural development policies to achieve long-term health and development goals in South East Nigeria.