AN INVESTIGATION INTO THE IMPACT OF EDUCATIONAL CAMPAIGN ON THE ADOPTION OF ORAL CONTRACEPTIVES IN RURAL COMMUNITIES IN CAMEROON

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND TO THE STUDY

In every aspect of life, education is very much needed to produce socially, economically and politically change. Educative information is very valuable services that can changes mind and behavior of the individuals thereby bringing change in the society. Information is delivered to public through various medium. According Lumunga & Zack (2020), to improve the quality of life and standard of living of the society, it is highly needed to increase the health awareness of the public. Healthy citizens are essential for the development of the nation. Good health is the important factor of human happiness and well-being in which health information is an indispensable tool for achieving the goal by empowering people with the proper information of health.

Educational campaigns play a significant role in influencing public health behaviors and promoting the adoption of contraceptive methods. Okpani & Okpani (2020) averred that combined oral contraceptive pills were introduced in the 1960s. Since then, these pills have continued to be the predominant form of contraception utilized by women aged 15 to 34, particularly in the industrialized nations. Oral contraceptive tablets are packed as either monophasic or phasic formulations. The combination oral contraceptive pill is highly successful, although its effectiveness is contingent upon adherence to the prescribed treatment regimen. Put together, Okpani & Okpani posits that educational campaign in this case covers contraceptive counseling which involves an interactive process between a provider and client intended to help the client or community members as the case maybe to achieve a reproductive health goal related to contraceptive use.

Bizarrely, World Health Organization (WHO) has recorded that over 214 million women of reproductive age in developing countries have an unmet need for contraception, with a notable percentage being adolescents (WHO, 2020). In rural communities across Cameroon, traditional beliefs, limited access to healthcare services, and lack of awareness continue to hinder the uptake of some public health intervention such as modern contraceptives, particularly oral contraceptives. Uregbulam & Namani(2019) averred that the optimal method for women of childbearing age to reduce the incidence of maternal and infant illness and mortality, improve their overall well-being, and prevent unintended pregnancies is by utilising contemporary contraceptive methods. According Nigeria Demographic and Health Survey, (2018) the Total Fertility Rate among Cameroonian women remains high at 5.3 with many of these pregnancies occurring in young adult females who are sexually active and engage in illicit sexual activities, resulting in unwanted pregnancies that are frequently aborted. These results to significant consequences such as eclampsia, low birth weight, puerperal endometritis, and infections which all have a substantial role in maternal mortality and morbidity.

According to the World Health Organization (WHO), rural areas in developing countries face unique challenges regarding reproductive health, which include high fertility rates and limited access to family planning information (WHO, 2020). As such, educational campaigns have become critical in bridging the gap between awareness and adoption of contraceptives among rural populations. In rural communities across Cameroon, traditional beliefs, limited access to healthcare services, and lack of awareness continue to hinder the uptake of some public health intervention such as modern contraceptives, particularly oral contraceptives. Uregbulam & Namani(2019) averred that the optimal method for women of childbearing age to reduce the incidence of maternal and infant illness and mortality, improve their overall well-being, and prevent unintended pregnancies is by utilising contemporary contraceptive methods.

Well-designed campaigns can lead to significant improvements in health outcomes, such as increased vaccination rates, enhanced disease prevention practices, and better adherence to medical recommendations. For example, a study by Abroms and Maibach (2018) demonstrated that public health campaigns focusing on smoking cessation successfully reduced smoking rates by leveraging mass media, community outreach, and tailored messaging strategies. Similarly, campaigns addressing reproductive health in developing countries have been linked to improved contraceptive use and a reduction in unintended pregnancies. These successes are attributed to the campaigns' ability to disseminate clear, accurate information while addressing cultural beliefs and local contexts. However, the efficacy of these campaigns depends on several factors, including the level of community engagement, the cultural appropriateness of the messages, and the sustainability of campaign efforts (Nahon-Serfaty, 2019).

Aondever & Doshima (2021) demonstrated the effectiveness of educational campaigns in raising awareness and influencing health-seeking behaviors in rural communities and in the context of contraceptive adoption, these campaigns involve disseminating information about the benefits, risks, and usage of various contraceptive methods. According to Mba & Zinnai (2021) a significant factor affecting contraceptive uptake in rural areas is the level of education and literacy among women. A study by Adeoye (2018) found that women with lower levels of education were less likely to adopt contraceptives due to misconceptions and fears about side effects. Educational campaigns aim to address these knowledge gaps by using culturally appropriate communication strategies that resonate with rural populations (UNFPA, 2021). The involvement of community leaders and local healthcare providers in these campaigns has also been shown to enhance trust and acceptance of contraceptive methods.

Similarly, Ndonko (2019) reckoned that in many rural communities, myths and misconceptions about contraceptive use, especially oral contraceptives, prevail. These misconceptions are often rooted in cultural and religious beliefs, leading to resistance against family planning initiatives. Therefore, educational campaigns aim to demystify these myths by providing factual information and engaging in open discussions with community members. The role of educational campaigns extends beyond just creating awareness; they also empower rural women to make informed decisions about their reproductive health. Findings from a study by Eze (2021) indicated that rural women who participated in educational campaigns were more likely to seek contraceptive services and adhere to usage guidelines. This emphasizes the importance of continuous and context-specific educational initiatives to foster a positive attitude towards contraceptive use in rural communities. Given the persistent low adoption of oral contraceptives in rural areas of Cameroon, it becomes essential to investigate the impact of educational campaigns in these communities. This study aims to explore how educational campaigns influence the adoption of oral contraceptives in rural communities.

1.2 STATEMENT OF THE PROBLEM

Over the years, the uptake of oral contraceptives in rural communities in Cameroon remains a significant public health challenge. Despite various government and non-governmental initiatives promoting family planning, rural areas continue to experience high rates of unintended pregnancies and poor contraceptive use (Mbah et al., 2020). A report by UNICEF (2021) highlights that cultural norms, misinformation, and limited access to accurate reproductive health information are key barriers to contraceptive uptake in these communities. This suggests that traditional approaches to promoting contraceptive use may not be adequately addressing the needs of rural populations. Research by Adeoye et al. (2018) indicated that educational campaigns, while effective in raising awareness, often fail to achieve substantial behavioral change in rural communities due to insufficient engagement with local beliefs and practices. This disconnect between campaign strategies and community realities has contributed to the low adoption rates of oral contraceptives. Furthermore, many educational campaigns are not sustained long-term, which limits their impact on changing deeply rooted perceptions and attitudes.

Although there are existing studies on the role of educational campaigns in promoting contraceptive use, there is a lack of focused research on their impact in rural communities, particularly with respect to oral contraceptive adoption. Previous research has primarily centered on urban areas, where access to healthcare and family planning services is relatively better. This urban bias in research leaves a gap in understanding the specific challenges and factors influencing contraceptive adoption in rural settings. To bridge this gap, this study aims to investigate the impact of educational campaigns on the adoption of oral contraceptives in rural communities in Cameroon.

1.3 OBJECTIVES OF THE STUDY

The broad objective of this study is focused on investigation into the impact of educational campaign on the adoption of oral contraceptives in rural communities in Cameroon. Specifically, the study seek to:

1. examine the level of awareness of oral contraceptives in rural communities in Cameroon.

2. assess the effectiveness of educational campaigns in promoting the adoption of oral contraceptives in rural areas.

3. identify the challenges faced in implementing educational campaigns on contraceptive use in rural communities.

4. Recommend strategies to enhance effective educational campaigns on contraceptive use in rural communities.

1.4 RESEARCH QUESTIONS

1. What is the level of awareness of oral contraceptives in rural communities in Cameroon?

2. How effective are educational campaigns in promoting the adoption of oral contraceptives in rural areas?

3. What challenges are faced in implementing educational campaigns in rural communities?

4. What are the strategies to enhance effective educational campaigns on contraceptive use in rural communities?

1.5 RESEARCH HYPOTHESES

Ho: There is no significant relationship between educational campaigns and the adoption of oral contraceptives in rural communities in Cameroon.

Hi: There is a significant relationship between educational campaigns and the adoption of oral contraceptives in rural communities in Cameroon.

1.6 SIGNIFICANCE OF THE STUDY

Practically, the findings of this study will be valuable to policymakers, healthcare providers, and non-governmental organizations working in rural communities. Policymakers will benefit from insights into the challenges of implementing educational campaigns and can use the findings to design more effective family planning policies. Healthcare providers will gain a better understanding of the role they play in promoting contraceptive use and how they can enhance their engagement with rural communities. NGOs will also find the results helpful in refining their campaign strategies to be more culturally sensitive and context-specific.

Theoretically, this study will contribute to the existing literature on contraceptive adoption and public health interventions. It will expand the understanding of how educational campaigns can influence health-seeking behaviors in rural communities, particularly regarding contraceptive use. By focusing on rural areas, this study fills a gap in existing research and provides a foundation for future studies on rural reproductive health in Cameroon and similar contexts.

1.7 SCOPE OF THE STUDY

This study focuses on the impact of educational campaigns on the adoption of oral contraceptives in rural communities in Cameroon. Geographically, the study covers selected rural areas in Cameroon. The content scope includes educational campaign strategies, challenges faced in implementation, and the impact on perceptions and adoption of oral contraceptives.

1.8 LIMITATIONS OF THE STUDY

In the course of carrying out this study, the researcher experienced some constraints. One limitation of this study is the reliance on self-reported data from participants in rural communities, which may introduce bias. Participants may be reluctant to disclose accurate information about their contraceptive practices due to cultural stigma or social desirability. To address this limitation, the study will incorporate triangulation by gathering data from healthcare providers and campaign organizers as well.

Another limitation is the cross-sectional nature of the study, which may limit the ability to establish causal relationships between educational campaigns and contraceptive adoption. Longitudinal studies could be conducted in the future to explore the long-term effects of educational interventions on contraceptive behavior in rural areas.

1.9 DEFINITION OF TERMS

Contraceptives: This is also known as birth control or family planning methods, which refer to various devices, medications, or procedures designed to prevent pregnancy by inhibiting the fertilization of an egg by sperm or interfering with the implantation of a fertilized egg.

Health communication: This is the study and use of communication strategies to inform and influence individual and community decision that enhance health.

Educational Campaign: This is an organized efforts aimed at raising awareness, imparting knowledge, and changing behaviors related to specific public health issues in this case the use of contraceptive.

Rural Community: A geographical area characterized by low population density, limited infrastructure, and reliance on agricultural activities.

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