Assessment of health information sources and Information, Education and Communication reach among rural residents of Gautam Buddha Nagar District, Uttar Pradesh, India

Abstract This study assessed health information sources, Information, Education and Communication (IEC) reach, trust in information sources, and factors associated with message recall among rural adults in Gautam Buddha Nagar district, Uttar Pradesh, India. A community-based cross-sectional study was conducted between June and September 2025 among 376 adults selected using a multistage random sampling technique. Data were collected through interviewer-administered structured questionnaires and analysed using descriptive statistics, Chi-square tests, and multivariable logistic regression. Overall, 58.5% of participants reported receiving health-related messages during the preceding three months. Social media (59.3%), television programmes (51.3%), Anganwadi workers (46.8%), and Accredited Social Health Activists (ASHAs) (37.0%) were the most frequently reported sources of health information, whereas traditional sources such as radio, pamphlets, and posters were reported infrequently. Only 17.3% of participants expressed complete trust in health information sources, while 68.6% reported trusting them to some extent. Multivariable logistic regression showed that exposure to ASHA workers (AOR = 7.85, 95% CI 4.21–14.65) and social media use (AOR = 1.96, 95% CI 1.15–3.32) were independently associated with message recall. Higher socio-economic status was independently associated with complete trust in health information sources (AOR = 2.45, 95% CI 1.38–4.32). These findings highlight the importance of frontline health workers and complementary digital platforms in strengthening rural health communication and improving the reach and credibility of IEC strategies.