BEHAVIOUR CHANGE COMMUNICATION STRATEGIES IN PROMOTING OPEN DEFECATION FREE PRACTICE IN CALABAR SOUTH

ABSTRACT This study examined the role of Behaviour change communication strategies in promoting open defecation free practices in Calabar South. Four objectives and four research questions were provided to guide this study. Related and relevant literature were reviewed. This study made use of Social Cognitive Theory as its theoretical framework. Survey research design was found suitable for the study using structured questionnaire as primary tool for data collection. Four hundred (400) copies of the questionnaire was distributed, correctly filled and returned. Descriptive statistics was used to analyse data generated from the study. Findings in this study indicate that lack of access to good toilets and latrines are the major causes of open defecation and a challenge to overcome. This paper adopted the Social Cognitive Theory which emphasises that behaviour is incorporated into interventions to increase knowledge of health challenges, enhance perceptions of personal risk, encourage actions to reduce or eliminate the risk and in its later iteration, build a sense of self-efficacy to undertake the needed changes, While it focuses on the individual, the model recognizes and addresses the social context in which health behaviors take place. The paper highlights the roles Behaviour Change Communication (BCC) can play in addressing the behavioural and attitudinal challenges affecting the eradication of open defecation in Nigeria. The data collated and analyzed from the respondents concludes that; 122 respondents representing 30.9% agreed that lack of access to toilets and latrines are the major causes of open defecation, 198 respondents representing 51.1% strongly agreed that residents are knowledgeable of the effect of open defecation. 205 respondents, representing 51.9% disagree that the broadcast media is doing enough in educating the public on the effect of open defecation practice on their health and environment at large. It also found out the role of BCC in eliminating open defecation among residents the data gathered revealed 205 respondents representing 51.9% strongly agreed that constant education can serve as a reinforcement to changing behaviours about open defecation practice. It is recommended that governments at all levels, NGOs, and international agencies should provide modern facilities, and policies that can help curb this practice among rural dwellers. Recommendations were also made in this study. It concluded that Since the practice of open defecation had eaten deeply into the people, to the extent of becoming a norm and part of their culture, huge communication efforts are often required to sensitize and address the unwholesome behaviours, attitudes and beliefs militating against the full adoption of modern practice of faeces disposal.