AN EVALUATION ON THE IMPACT OF MEDIA CAMPAIGNS IN PROMOTING AWARENESS OF OBSTETRIC FISTULA IN NIGERIA

CHAPTER ONE INTRODUCTION 1.1 Background of the Study Obstetric fistula is a serious childbirth-related injury that typically occurs due to prolonged or obstructed labour. It results in an abnormal connection between the vagina and the bladder or rectum. This condition disproportionately affects women in low-income countries, with Nigeria recording one of the highest prevalence rates globally. It is estimated that about 150,000 Nigerian women currently live with obstetric fistula, and approximately 20,000 new cases arise each year (Mason et al., 2020). The high incidence is closely linked to limited access to quality maternal healthcare, especially in rural areas where health infrastructure is inadequate (Husain et al., 2019). The impact of obstetric fistula is not only medical but also deeply psychological. Women who suffer from this condition often experience chronic incontinence, recurrent infections, and social stigma. In many Nigerian communities, cultural norms associate this condition with shame and failure, which leads to social rejection and isolation (Husain et al., 2019). Because of this stigma, many affected women avoid seeking medical help, which worsens their health outcomes and perpetuates cycles of poverty and marginalization (García-Moreno et al., 2021). Health education through media has proven to be an effective way to increase public awareness and promote healthy behaviors in various settings. Numerous studies highlight the powerful influence that mass media—such as radio, television, and digital platforms—can have on public attitudes and behaviors (Yadav et al., 2018). In Nigeria, where information flow can be limited, especially in rural communities, media campaigns could play a critical role in educating the public about obstetric fistula, its causes, and the available treatment options (Okeke et al., 2021). Several global examples support the value of media interventions in promoting health awareness. For instance, a media campaign in Kenya significantly improved public understanding of maternal health and obstetric complications (Njeru et al., 2020). Similarly, in India, local media-based initiatives successfully raised awareness of reproductive health issues among women (Kumar et al., 2022). These findings underscore the potential of media campaigns to positively shape health-seeking behaviors and reduce the stigma associated with conditions like obstetric fistula. In the Nigerian context, the intersection of cultural norms, healthcare access, and educational limitations significantly influences how obstetric fistula is perceived. Traditional beliefs often guide women’s choices regarding childbirth, leading many to opt for traditional birth attendants rather than formal healthcare services (Sulaimon et al., 2020). The lack of comprehensive sexual and reproductive health education also contributes to widespread ignorance about obstetric fistula, including how it can be prevented and treated. Despite efforts by government bodies and NGOs to tackle this issue through various initiatives, public understanding and awareness of obstetric fistula remain critically low. Studies show that many women living in affected communities have little or no understanding of their condition or the medical options available to them (Adedokun et al., 2021). This significant information gap highlights the need for targeted media strategies that can reach these communities, dispel myths, reduce stigma, and encourage timely medical care. It is within this context that the present study seeks to explore the role media campaigns can play in raising awareness about obstetric fistula in Nigeria. 1.2 Statement of the Problem Obstetric fistula remains a major public health issue in Nigeria, affecting thousands of women every year and resulting in profound physical and emotional trauma (Mason et al., 2020). Although it is a condition that can be prevented and treated, many Nigerian women remain unaware of its causes, symptoms, and the available treatment options. This widespread lack of knowledge intensifies the stigma associated with the condition and contributes to the social and economic marginalization of affected women (Husain et al., 2019). While media campaigns are increasingly recognized as vital tools in health promotion, their specific effectiveness in spreading awareness about obstetric fistula in Nigeria has not been thoroughly examined. Previous research has shown that targeted media interventions can significantly shape public knowledge and attitudes on health issues (Yadav et al., 2018). However, there is still a lack of clear evidence on how such campaigns affect awareness levels related to obstetric fistula in Nigerian communities (Okeke et al., 2021). Furthermore, with the rise of digital media, it is crucial to assess the relative effectiveness of different media platforms in increasing understanding of this condition. This study, therefore, aims to examine how media campaigns are contributing to raising awareness about obstetric fistula in Nigeria. 1.3 Objectives of the Study The main aim of this research is to investigate how media campaigns contribute to raising awareness about obstetric fistula in Nigeria. The specific objectives are to: i. Assess the current level of awareness about obstetric fistula among women in Nigeria. ii. Identify the media channels being used to disseminate information on obstetric fistula. iii. Analyze the impact of media campaigns on public awareness regarding obstetric fistula. iv. Suggest effective strategies for improving the reach and effectiveness of media campaigns related to obstetric fistula in Nigeria. 1.4 Research Questions This study seeks to answer the following research questions: i. What is the current level of awareness about obstetric fistula among women in Nigeria? ii. Which media platforms are being used to spread information about obstetric fistula? iii. What role do media campaigns play in enhancing awareness about obstetric fistula? iv. What strategies can improve the effectiveness of media campaigns in raising awareness about obstetric fistula in Nigeria? 1.5 Significance of the Study The findings of this study will be valuable to policymakers, as they can inform the design of targeted health policies and programs focused on addressing obstetric fistula in Nigeria. By identifying the most effective media platforms and outreach strategies, health authorities and development partners can better allocate resources and implement evidence-based interventions. Moreover, the study will contribute to the academic literature on public health communication and serve as a useful reference for future researchers exploring media interventions in health awareness. 1.6 Scope of the Study This research focuses on examining the role of media campaigns in raising awareness about obstetric fistula within the Nigerian context. Specifically, it aims to assess the level of awareness among women, evaluate the media channels used, analyze the overall impact of these campaigns, and propose strategies for enhancing public knowledge about the condition. Geographically, the study is confined to Kano State, Nigeria. 1.7 Limitations of the Study As with any academic research, this study faced a few challenges: Time Constraints: The researcher had to manage this project alongside other academic responsibilities such as attending classes and completing assignments. Financial Limitations: Expenses related to data collection, literature sourcing, printing, and other logistics placed a financial strain on the researcher. Material Availability: Obtaining up-to-date and relevant literature on obstetric fistula, particularly in the Nigerian context, was difficult due to the limited availability of local research on the subject. 1.8 Definition of Terms Obstetric Fistula: A severe childbirth complication that results from prolonged or obstructed labour, creating a hole between the vagina and the bladder or rectum. This leads to continuous leakage of urine or feces (World Health Organization, 2020). Awareness: The level of knowledge or understanding individuals have about obstetric fistula, including its causes, symptoms, prevention, and treatment options. Media Campaign: A structured series of communication efforts that use various media outlets such as TV, radio, print, and digital platforms to educate or influence public opinion on a specific issue. Stigma: The negative social attitude or discrimination directed at individuals with certain conditions, such as obstetric fistula, which often leads to exclusion and psychological suffering. Health-Seeking Behavior: The steps people take to maintain or improve their health, such as visiting a hospital, consulting health professionals, or participating in health programs. Media Channels: The communication platforms used to distribute information, including traditional outlets (radio, TV, newspapers) and digital platforms (social media, blogs, websites). Community Engagement: The process of involving local populations in health initiatives, making them active participants in decisions that affect their health and well-being. Cultural Factors: The shared beliefs, traditions, and norms within a community that influence how people perceive and respond to health conditions like obstetric fistula.