Integrated Media and Communication Approach in the Immunisation Campaign in Nigeria

Abstract

This study appraises how an integrated media and communication approach can impact Nigeria’s immunization campaign. The researchers relied on secondary data sources, arguing that using mass media alone has limited effects on behavior change. Instead, they suggest that an evidence-based, results-driven model like the ACADA model could be transformative. ACADA stands for Assessment, Communication Analysis, Design, and Action, a model developed by UNICEF as a strategic communication tool for addressing development and health issues. The researchers discussed how an integrated media and communication approach could help reduce vaccine hesitancy regarding child immunization in Nigeria. They recommended, among other strategies, multi-stakeholder engagement that includes international donor agencies, all levels of government in Nigeria, religious, traditional, and political leaders, as well as women’s associations. This approach would not only reach the target audience—nursing mothers and their spouses—but also persuade them to adopt positive behaviors toward immunization.