Utilizing Media Influence in Promoting Environmental Health Awareness amongst Rural People of Edo North Senatorial District of Edo State, Nigeria

ABSTRACT: This study explores the role of media influence in promoting environmental health awareness among rural residents of Edo North Senatorial District in Edo State, Nigeria. Edo North, a predominantly agrarian region of 1.4 million inhabitants, is characterized by persistent environmental challenges arising from human activities such as farming, bush burning, mining, deforestation, and poor waste management. These practices have contributed to widespread environmental degradation and the prevalence of diseases such as malaria, cholera, typhoid, and Lassa fever. Despite the health implications, rural communities remain underserved in environmental education and advocacy. Guided by the cultivation theory, the study adopted a cross-sectional survey design using the quantitative approach. Using Taro Yamane’s formula, a sample of 400 respondents was drawn from the six local government areas of Edo North Senatorial District of Edo State, Nigeria out of which 350 valid responses were analyzed using the SPSS descriptive and inferential statistics, tables and graphical representations. Findings reveal that environmental health awareness is generally low, with 58% of respondents reporting low or very low knowledge of environmental health issues. Women demonstrated slightly lower awareness than men, reflecting structural and cultural barriers to health information. Farming and bush burning were identified as the leading environmental causes of disease (42%), while malaria and cholera were the most commonly reported illnesses (43%). Education emerged as a critical determinant of behavioral change, as respondents with tertiary education were significantly more likely to adopt environmentally healthy practices following media campaigns. Social media platforms—particularly Facebook, WhatsApp, TikTok, and YouTube—were the preferred channels of environmental health information, especially among younger respondents. Chi-square tests revealed no significant relationship between gender and behavioral change (p = 0.994) but confirmed a significant positive relationship between environmental awareness and attitude change (p = 0.010). The study concludes that strategically designed media campaigns, integrating social and traditional communication platforms, are essential to improving environmental health awareness and fostering sustainable practices in rural Edo North. KEYWORDS: Media, Influence, Environment, Health Awareness, Edo North, Nigeria.