EXPOSURE TO AND ADOPTION OF COVID-19 PREVENTION CAMPAIGN MESSAGES AMONG RESIDENTS OF SOUTH-EAST NIGERIA AND THE ASSOCIATED CONSTRAINT FACTORS

This study examined exposure to/adoption of COVID-19 prevention campaign messages (PCM) among Southeast Nigeria residents and the associated constraint factors (ACF). The study adopted a survey research method, and used the questionnaire to collect data from 663 respondents selected from the Southeastern states using multi-stage sampling. Data were analysed using descriptive statistics (frequency, percentage, mean, and chi-square). The finding reveals a significant/positive relationship between education and exposure to COVID-19 PCM (Χ²=24.29, p- value= 0.00). The residents were majorly exposed to information on the use of face masks ( =1.55±0.74), disinfection of high-contact surfaces ( =1.35±0.60), and avoidance of crowded/poor ventilated spaces ( =1.31±0.66); through social media ( =1.55±0.74), television ( =1.35±0.60), Family/Friends/Neighbours ( =1.31±0.66), and radio ( =1.12±0.66). There was a positive/significant relationship between the respondents’ exposure to the COVID-19 PCM and their adoption of the messages (Χ²=4.59, p- value= 0.03), especially in the use of face masks ( =1.14±0.86), not touching of eyes and nostrils with fingers ( =1.48±0.73), not hugging and giving handshakes ( =1.23±0.78), and promoting same among family and neighbours ( =1.23±0.78). However, constraint factors were the difficulty in practising physical distancing (=1.57±0.72) and the need to work daily to provide food for the household (=1.27±0.69). The study concludes by emphasising the significant lessons from the campaign on the type and nature of health communication that would work or not in Southeast Nigeria during health emergencies such as the COVID-19 pandemic; and recommended increased use of social media, television, and radio in promoting health-related issues while eliminating other ACFs