Evaluating the Impact of Mass Media Health Education Campaigns on Immunisation Coverage in South West Nigeria

Mass media health education campaigns have been used extensively to promote immunisation in Nigeria, yet empirical evidence on their specific impact on vaccination coverage in South West states remains limited. This study evaluated the impact of mass media health education campaigns on immunisation coverage among children aged 12 to 23 months in South West Nigeria, covering Ogun, Osun, and Ekiti states. A longitudinal ecological design was used, comparing immunisation coverage data from the National Immunisation Coverage Survey across states before and after exposure to mass media campaigns. This was complemented by a cross-sectional survey of 300 caregivers to assess media exposure and its relationship with vaccination status. Interrupted time series analysis and logistic regression were applied. Results showed a statistically significant increase in full immunisation coverage following mass media campaigns in states with documented high-intensity campaign exposure. Caregiver recall of specific campaign messages was significantly associated with up-to-date vaccination (adjusted odds ratio 2.6, p less than 0.01). Television and community radio were the most impactful channels. Recommendations include sustained, culturally adapted media campaigns tailored to local dialects and sustained partnership with state health ministries. Keywords: mass media, health education, immunisation coverage, South West Nigeria, campaign evaluation