Couples’ Perceptions of Family Planning Communication Campaigns in Rivers State, Nigeria: A Mixed-Methods Appraisal

Abstract

This study examined couples’ perceptions of family planning communication campaigns in Etche and Omuma Local Government Areas (LGAs) of Rivers State, Nigeria, using a mixed-methods approach. The objectives were to (1) determine the current percentage of couples exposed to the family planning communication campaign, (2) assess the extent to which campaign messages increased knowledge and awareness, and (3) ascertain the degree to which communication efforts influenced couples’ attitudes and adoption decisions. Quantitative data were collected through a structured questionnaire administered to 384 randomly selected couples, complemented by 16 in-depth interviews with community health workers and opinion leaders. Data were presented in tables, while analyses were made in simple percentages and weighted mean score (WMS), based on 4-point modified Likert Scale.  Findings reveal that only 38% of respondents reported active exposure to family planning campaign messages, while 62% had little or no exposure. Knowledge and awareness levels were relatively low, with 39% indicating that messages improved their understanding of contraceptive options, while 61% reported limited or no significant increase in awareness. Attitudinal shifts showed mixed outcomes-35% of couples expressed positive changes towards adoption, 40% held mixed feelings, and 25% remained resistant. The study concludes that while campaigns are reaching nearly half of the target population, message penetration and attitudinal impact remain insufficient, requiring more culturally sensitive, locally tailored communication strategies.