CHAPTER ONE
INTRODUCTION
1.1 Background of Study
Effective communication enhances sustainable development. Many researches carried out support that communication and development are so closely related that there cannot be development without communication. In a developing country like Nigeria, strategies, plans and policies on developmental projects can only be effective and the desired results produced, if the project is properly communicated.
This indicates that it is important to properly articulate the development projects through planning and formulating strategies on how to actually implement the objectives of the development projects to achieve results. On the other hand and equally important is the communication regarding the development project. It must be properly communicated in order for people to see the need, the strategies and the desired result in view. This is what is known as development communication.
Development communication as defined by (Nwabueze, 2008:18) “is a conscious effort by a sender to package messages aimed at persuading, encouraging and convincing the receiver to adopt and participate in actualizing the development plan”. Development communication is used to bring about behavioural change towards the desired development in a particular society. These communication processes are often done through mass media campaigns and advocacy advertising.
Advocacy advertising champions preventive action against conditions affecting the public welfare (Ukonu, 2004:83). In development process, advocacy is concerned with producing information and knowledge for decision makers within the environment where the development is required to facilitate their ability to make informed decisions regarding the project or innovation.
It is not enough to just air these campaigns, it must be properly planned to meet the aim for its production. It entails properly researching the people who the development communication is targeted at, to ensure that the appropriate channel is used, the appropriate language and the message itself packaged to suit the people. This will in turn encourage their appreciating the development process and their participation in it. According to (Okunna, 2000:298), “development should be a participatory process whose success therefore ultimately depends on the involvement of the people in whatever project is being carried out”
There have been many of such campaigns for developmental processes in Nigeria, but whether these campaigns meet the desired objectives is a question that is yet to be clearly answered. As (Ekwelie, 1999: 6) opines:
We have proof that development and communication can be complimentary. We know that communication may fail to generate development, but after making all the allowances for accidents in nature and society, we are still left with a paradigm that links communication with development
One of such campaigns is the exclusive breast-feeding campaign. This campaign is no longer news to Nigerians especially women. Exclusive breast-feeding campaign is the leading intervention in the prevention of child malnutrition which is the major cause of more than half of all child deaths in developing countries. In an attempt to achieve successful breast-feeding globally by the year 2000, World Health Organization (WHO) and United Nations international children Emergency fund (UNICEF) launched the baby friendly hospital initiative (BFHI) in 1991. It is a project through which exclusive breast-feeding is being supported, promoted and protected
| Project details | Contents |
|---|---|
| Number of Pages | 83 pages |
| Chapter one | Introduction |
| Chapter two | Literature review |
| Chapter three | methodology |
| Chapter four | Data analysis |
| Chapter five | Summary,discussion & recommendations |
| Reference | Reference |
| Questionnaire | Questionnaire |
| Appendix | Appendix |
| Chapter summary | 1 to 5 chapters |
| Available document | PDF and MS-word format |
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