ASSESSMENT OF BROADCAST MEDIA STRATEGIES OF ABIA STATE WORLD BANK MALARIA HEALTH IMPACT PROJECT ON ABIA RESIDENTS

Abstract

Radio broadcasting remains the dominant channel for health information delivery in southeastern Nigeria, yet little empirical work has examined how station-level broadcast choices shape malaria prevention outcomes. This study assessed the broadcast media strategies of the Abia State to World Bank Malaria Health Impact Project among residents served by four radio stations: Magic FM Aba, Broadcasting Corporation of Abia (BCA Radio) Umuahia, Flo   FM Umuahia, and Masters FM Uturu. A cross-sectional survey collected data from 384 respondents through structured questionnaires, analysed using descriptive statistics and chi-square tests. Exposure varied by station, with Magic FM recording the highest awareness (78.4%) and Masters FM the lowest (65.3%). Adoption of insecticide-treated net use (68.2%) exceeded adoption of indoor residual spraying (33.1%). A statistically significant association was found between station exposure and preventive practice (p < .05). Station specific message design and repetition frequency, not broadcast reach alone, appear to determine behavioural uptake.