| Abstract: |
This study evaluated the impact of pharmacovigilance media campaigns on public
awareness of adverse drug reactions (ADRs) among academic staff in tertiary
institutions in Ondo State, Nigeria. The study was anchored on Social Marketing
Theory and the Health Belief Model. The population comprised 2,926 academic
staff across seven tertiary institutions in Ondo State. Using the Taro Yamane formula
at a 5% margin of error, a minimum sample size of 352 was determined. To account
for possible non-response and incomplete questionnaires, the number of
questionnaires administered was increased to 460, representing an additional
30.7%. A multi-stage sampling technique involving clustering, proportional
allocation, and purposive selection was adopted. Data were collected using a
structured questionnaire administered face-to-face and a semi-structured interview
guide. Forty-five academic staff members were purposively selected for in-depth
interviews. Quantitative data were analyzed using frequencies, percentages, and
mean scores, while interview responses were subjected to thematic analysis. Findings revealed moderate exposure to pharmacovigilance media campaigns and
relatively high awareness of adverse drug reactions. However, knowledge of ADR
reporting channels was low, indicating a gap between general awareness and
actionable reporting knowledge. The campaigns were perceived as moderately
effective in increasing awareness but had limited influence on behavioural change.
Poor message repetition, inadequate understanding of technical content, limited
awareness of reporting procedures, and low public trust in regulatory institutions
were identified as major challenges. The study concluded that pharmacovigilance
media campaigns have contributed to public awareness of drug safety but remain
constrained by communication and structural barriers. It recommended sustained
campaign dissemination, simplified messages, clearer information on ADR
reporting procedures, stronger stakeholder collaboration, and regular evaluation of
campaign effectiveness. |
