Social and Behaviour Change Communication Strategies and Promotion of Hygiene Practices in Akwa Ibom State

Abstract

This study examined SBCC strategies and the promotion of hygiene practices in Akwa Ibom State, Nigeria. The study was anchored on the Health Belief Model, which explained how perceived susceptibility, severity, benefits, barriers, and cues to action influenced behaviour change. A survey research design was adopted for the study. The population comprised all residents of Akwa Ibom State, with an estimated population of about 7.2 million people. The sample size was determined using the Krejcie and Morgan formula for finite populations, which produced a sample of 384 respondents. A structured questionnaire was used as the instrument for data collection. The findings showed that a mix of SBCC strategies, including radio messages, social media campaigns, community meetings, religious platforms, posters, and interpersonal communication by health workers, were used to promote hygiene practices across the state. The study also found that residents were widely exposed to hygiene messages through various communication channels. Furthermore, the findings revealed that SBCC strategies positively influenced the adoption of proper hygiene practices such as regular handwashing, improved sanitation habits, proper water use, and avoidance of open defecation. The study concluded that consistent and well-designed SBCC interventions contributed to improved hygiene awareness and behaviour among residents. It recommended that public health authorities, communication agencies, and community leaders should strengthen diverse communication channels, increase message reach, and design culturally relevant campaigns to sustain positive hygiene practices in the state.