AKSU Journal of Communication Research (AJCR)

Communicating for Behaviour Change on Maternal Health in Northern Nigeria: A Field Report from Dukawa Community in Kano State

Author:  Jiddah Hussaini Adamu, Yakubu Ozohu-Suleiman & Adeola Abdullateef Elega

Abstract
This study examined the exposure of men in Dukawa community of Kano State in Northern Nigeria to strategic information, their sources and channels on maternal health, and how the exposure relate to the men’s understanding and possible behaviour change on maternal health. Guided by the Communication for Social Change Theory, a purposive sample of 360 married men in Dukawa community was selected for the study. A simple descriptive analysis revealed that a significant number of the men in Dukawa community, n=165(45.8%), are not exposed to strategic maternal health information, though evidence of a variety of accessible channels and sources of information was found. The most cited reason for not being exposed to maternal health information was the personal belief that maternal health is a women-only issue – n=102(61.8%) of the 165 participants who are not exposed. Radio was found to be the most frequent information channel, while health workers and religious leaders were cited as the predominant and reliable source of maternal health information for the men in Dukawa community. Those who are exposed to strategic maternal health information, n=195(54.2%) of 360 participants, mostly reported not experiencing improved understanding of maternal health issues, n=87(44.6%), and not sure of benefiting from the exposure at all, n=48(24.6%). Drawing on these findings, the study concluded that there is an important gap in behaviour change communication that leaves the prevalence of existing norm, which holds maternal health is women-only issue in Dukawa community. The study recommended that the local health authorities should liaise and work closely with the community-based organisations and available nongovernmental organizations to develop and implement contextual and participatory communication plan for educating the men and promoting inclusivity and behaviour change on maternal health in Dukawa community. Keywords: Health, Maternal, information, communication, Behaviour Change, Dukawa, Kano State