Mass Media Campaigns on Breast Cancer and Message Utilization by Female Civil Servants in Anambra State

Abstract

Mass media campaigns are central to public-health communication because they can increase awareness, shape perceptions, and encourage preventive action. This study examined exposure to, disposition towards, and utilisation of mass media campaign messages on breast cancer among female civil servants in Anambra State, Nigeria. The study was anchored in the Health Belief Model and Agenda-Setting Theory. A quantitative survey was conducted with 334 female civil servants selected through a multistage procedure, and data were collected using a questionnaire. Findings show that 92% of respondents had encountered breast cancer campaigns in the media, although exposure was mostly occasional. Television was the most frequently reported platform. Most respondents considered the messages clear, but 51.5% expressed indifference towards them, while 62.6% believed only to some extent that the campaigns were effective in raising awareness. Utilisation was considerably lower than exposure: 75% had not undergone breast cancer examination, and 61.7% identified fear as the major constraint. The study concludes that high campaign exposure does not automatically translate into preventive action. It recommends more sustained, benefit-focused, and fear-reducing communication that combines mass media with interpersonal and health-service communication to encourage early detection and screening.