| Abstract: |
Breastfeeding remains one of the most effective interventions for improving child survival, yet suboptimal breastfeeding practices persist across many Nigerian communities. This study evaluates the effectiveness of public health communication strategies on breastfeeding awareness and practices in Ebonyi State, Nigeria. Guided by the Health Belief Model (HBM) and Social Cognitive Theory (SCT), the study employed a descriptive survey design involving 400 adult women across selected communities in Izzi, Ezza North, and Afikpo North LGAs. Data were analysed using descriptive statistics and a four-point Likert scale. Findings show high awareness of breastfeeding benefits but limited understanding of exclusive breastfeeding (EBF) and early initiation. Health centres and primary healthcare clinics were the most influential communication channels, followed by radio and church-based announcements. Barriers to effective communication included cultural beliefs, maternal workload, inconsistent messaging, and misconceptions about breastmilk sufficiency. The study recommends strengthening clinic-based counselling, integrating male partners and grandmothers into communication efforts, and improving community-based breastfeeding education |
