Integrated Media and Communication Approach in the Immunisation Campaign in Nigeria

This study is an appraisal of how integrated media and communication approach can make a difference in the immunisation campaign in Nigeria. The researchers used secondary sources of data. The researchers argued that since using the mass media alone will have little effects on behaviour change, using evidence-based and resign-driven model such as the ACADA model will be a game-changer. The acronym ACADA means Assessment, Communication Analysis, Design and Action. It was developed by UNICEF as a strategic communication intervention initiative on development and health-related issues. The researchers discussed how the integrated media and communication approach can reduce vaccine hesitancy in child immunisation in Nigeria and recommended among others that, there should be multi-stakeholder engagements which will involve international donor agencies/partners, the governments in Nigeria at all levels, religious, traditional and political leaders across all spectrums and women’s associations so that not only will the desired target audience be reached, but this target audience (nursing mothers) and their spouses should be persuaded to adopt the ideal behaviour towards immunisation.