Effectiveness of Behaviour Change Communication Strategies in Promoting Exclusive Breastfeeding in Ondo State

This study evaluates the effectiveness of behaviour change communication strategies in promoting exclusive breastfeeding practices among nursing mothers in Ondo State, South West Nigeria. Exclusive breastfeeding rates in Nigeria remain below the recommended threshold, and communication-based interventions represent a cost-effective strategy for improving compliance among mothers with young infants. The study employs a quasi-experimental design, with a pre-test and post-test structure, targeting 280 nursing mothers in Akure South and Owo local government areas, divided into intervention and control groups. The intervention group received a structured twelve-week behaviour change communication programme incorporating counselling, community mobilisation, and media exposure. Data were collected using structured questionnaires and infant feeding practice observation checklists. Objectives include assessing baseline exclusive breastfeeding rates, measuring communication exposure and attitude change, and determining the effect of the intervention on exclusive breastfeeding compliance. Analytical methods include logistic regression, ANOVA, and effect size estimation. The Extended Parallel Process Model anchors the study. Recent literature confirms that targeted, multi-channel behaviour change communication significantly improves exclusive breastfeeding rates in Nigerian communities. Findings are anticipated to reveal that intervention mothers demonstrate significantly higher exclusive breastfeeding compliance at three and six months postpartum. Recommendations address the Ondo State Ministry of Health, UNICEF, and healthcare communicators. Keywords: behaviour change communication, exclusive breastfeeding, nursing mothers, infant feeding, Ondo State.