Radio Programmes on Exclusive Breastfeeding and Adoption of the Practice by Nursing Mothers in Abakaliki Urban of Ebonyi State, Nigeria

Background: Exclusive breastfeeding is a crucial practice that provides optimal nutrition for infants, offering numerous benefits for their health, development, and well-being. The World Health Organization (WHO) recommends exclusive breastfeeding for the first six months of life, as it reduces infant mortality, improves cognitive development, and enhances maternal health. However, Nigeria has one of the lowest exclusive breastfeeding rates in the world, with only 24.4% of infants under six months receiving exclusive breastfeeding. In Ebonyi State, where this study is focused, the situation is not different, with a reported 20% exclusive breastfeeding rate. Radio is powerful tool for promoting health behaviours, including exclusive breastfeeding. Its wide reach, accessibility, and affordability make it an ideal medium for disseminating information and influencing attitudes towards exclusive breastfeeding. However, there is a paucity of research on the impact of radio programmes on the adoption of exclusive breastfeeding among nursing mothers in Abakaliki urban area, Ebonyi State. Objective: To investigate influence of radio programmes on exclusive breastfeeding and adoption of the practice among nursing mothers in Abakaliki urban of Ebonyi State, Nigeria. Method: A descriptive survey design was employed, and data were collected from 388 respondents using structured questionnaire. The questionnaire was pre-tested for clarity and comprehensibility before the main data collection phase. Generated data were analysed using SPSS and presented using tables. Result: There was significant level of exposure to radio campaigns on exclusive breastfeeding among respondents. There was also high level of practice of exclusive breastfeeding. Conclusion: The conclusion of this study is that radio campaigns were effective in adoption of the practice of exclusive breastfeeding among nursing mothers in Abakaliki urban of Ebonyi State, Nigeria. Unique contribution: The study contributes to the existing body of knowledge on the role of mass communication in promoting health behaviours. It informs evidence-based interventions to promote exclusive breastfeeding, and ultimately contribute to improved maternal and child health outcomes in Abakaliki urban area of Ebonyi State, Nigeria. Key recommendation: The study recommends sustaining and expanding radio campaigns, tailoring messages to long-term behaviour change, integrating follow-up support mechanisms, enhancing community engagement and collaborating with healthcare providers in driving home the message of exclusive breastfeeding among nursing mothers in Abakaliki urban of Ebonyi State, Nigeria as well as other areas that share similar characteristics.