Influence of OSBC “Alaafia Tayo” Television Health Campaign on Maternal Health Practices among Pregnant Women in Owode Ede, Osun State, Nigeria

Abstract

This study evaluated the influence of the OSBC Alaafia Tayo TV health campaign program on 
maternal health practices among pregnant women in Owode Ede, Osun State, Nigeria. A mixed
method research design was employed, combining quantitative and qualitative approaches. 
Participants were selected using a multi-stage sampling technique. Purposive sampling was used 
to select Owode Ede as the study location, and a sample of 95 registered antenatal pregnant women 
was used from selected primary healthcare centres across Owode Ede, Osun State. However, 
findings were based on 72 accessible pregnant women within the study period. The data collection 
instruments included a structured questionnaire in Likert scale format of close-ended questions as 
well as semi-structured interviews for qualitative insights. The questionnaire assessed exposure to 
the program, maternal health knowledge, and behavioural changes, while the interviews explored 
participants' perceptions and experiences. Data were analysed using SPSS for quantitative analysis 
and thematic analysis for qualitative data. Findings revealed that the Alaafia Tayo program 
significantly improved maternal health knowledge and influenced positive behavioural changes, 
such as increased antenatal care attendance and improved dietary practices. However, barriers such 
as financial constraints, cultural beliefs, and limited access to healthcare facilities hindered the full 
adoption of recommended practices. The study concludes that culturally tailored television health 
campaigns like Alaafia Tayo are effective in promoting maternal health practices but require 
complementary interventions to address systemic barriers.