ASSESSING PUBLIC RECEPTION AND EFFECTIVENESS OF NIGERIA CENTRE FOR DISEASE CONTROL’S COVID-19 SHORT MESSAGE SERVICE (SMS) CAMPAIGN IN ALABATA, SOUTH-WEST, NIGERIA

Abstract

The study investigated the effectiveness of the text messaging strategy employed by the Nigeria Centre for Disease Control (NCDC) in curbing the spread of COVID-19 in Alabata community. It aimed to explore public perceptions of the NCDC’s COVID-19 Short MessageService (SMS) and its implications for public health communication. A qualitative approach was adopted, using both primary and secondary data sources. The primary data comprised interviews with 20 participants, 11 males and nine females whose educational backgrounds ranged from PhD holders to individuals with no formal education. Interviews were conducted in Yoruba, English, and Pidgin English, based on participant preference. The interview data were content-analysed, while the SMS texts were examined through textual analysis. Findings indicated that while the text messages increased public awareness about COVID-19, they did not significantly alter beliefs or perceptions regarding the disease. Compliance with health protocols was often motivated by fear of enforcement rather than the messages themselves. Factors influencing message reception and interpretation included education level, language barriers, social status, poverty, distrust in government, and timing of message delivery. The study emphasized the importance of incorporating cultural contexts into public health communication. It recommended that the NCDC collaborate with relevant agencies to better understand the demographics of recipients and ensure inclusivity by translating messages into local languages. Furthermore, it suggested that the government address broader structural issues such as education, employment, security, and welfare to enhance the effectiveness of future public health initiatives.