Understanding effective public health communication strategies in a rural region of a developing economy: a case study of COVID-19 communication in rural Nigeria

Abstract

Effective public health communication is key in managing public health emergencies like the Covid-19 pandemic, particularly in rural, underprivileged parts of developing economies. Using the Covid-19 pandemic as a case study, the study investigated effective public health communication and explored effective public health communication strategies in rural regions of Nigeria from policy level professionals and community level actors' perspectives. This was achieved by drawing upon the Integrated Framework for Effective Public Health Communication (IFEPHC) developed in the study through synthesis of various models for effective health communication, and utilising the deductive approach that incorporated an inductive element. It adopted a qualitative research design and used semi-structured telephone interviews to elicit information from 41 participants consisting of 12 policy level professionals (Group A) and 29 community level actors (Group B). The interview transcripts were subjected to thematic analysis using Nvivo software. The study found that the LG adopted audience definition and message tailoring; multiple channels of communication (such as interpersonal communication, mass media, and indigenous native communication); the engagement of multiple stakeholders; M&E; and repetition as communication strategies. It further revealed that the majority of the study participants believed that these strategies contributed to the effectiveness of public health communication in rural Nigeria and the achievement of the LG’s goals and priorities due to a notable reduction in infection and mortality rates, a perceived understanding of the Covid-19 messages by the villagers, and increased adherence to the Covid-19 protocols. Despite these indicators, the study found that mistrust in government, paucity of Covid-19 information, hostility of villagers to public health communicators, among other challenges, influenced the effectiveness of public health communication among rural dwellers. Finally, the study suggests that effective public health communication in rural developing economies such as Nigeria, can be achieved through careful and consistent application of the IFEPHC framework.