Using Advocacy Advertising for Promoting Exclusive Breastfeeding among Women in Nigeria

Abstract

Objective: This study aims to assess the efficiency of advocacy advertising in fostering exclusive breastfeeding among women in Nigeria. The specific objectives included evaluating the effectiveness of advocacy advertising, identifying the optimal media strategy for its application, and determining the appropriate message forms for promoting exclusive breastfeeding.

Methodology: The study used a survey method with a sample size of 377 women. Data for the study were collected using a structured questionnaire.   Statistical Package for Social Sciences (SPSS) was adopted as a tool for data analysis to achieve the study's data, and Chi-Square was used to test the hypotheses. The results were presented in tables.

Result: The findings of the study indicate that respondents rarely come across advocacy advertising messages related to exclusive breastfeeding. This suggests a gap in the current exposure of women in Nigeria to advocacy messages promoting exclusive breastfeeding. Notably, 57.3% of respondents reported that advocacy advertising can positively influence their breastfeeding practices, suggesting its potential as a public health intervention. This positive perception highlights the potential impact of advocacy advertising in shaping attitudes and behaviour related to breastfeeding. By showcasing real-life experiences and the positive outcomes of exclusive breastfeeding, advocacy campaigns can evoke empathy, address perceived barriers, and ultimately motivate mothers to adopt this practice.

Conclusion: The research provides valuable insights for policymakers, health practitioners, and communication professionals, emphasising the need for a multifaceted approach to advocacy advertising for improved maternal and child health outcomes.