MEDIA LITERACY IN HEALTH CAMPAIGN ON THE PREVENTION OF CANCER IN ETSAKO WEST LOCAL GOVERNMENT AREA OF EDO STATE

Cancer remains a major public health issue in Nigeria, particularly in rural areas where access to healthcare and accurate health information is limited. This study investigates the role of media literacy in enhancing the effectiveness of health campaigns focused on cancer prevention in Etsako West Local Government Area of Edo State. It explores how residents engage with media messages, their ability to interpret and verify health information, and the relationship between media literacy and preventive health behaviors. Guided by the Health Belief Model (HBM) and the Uses and Gratifications Theory (UGT), the study employs a descriptive survey research design using structured questionnaires distributed to 399 respondents across the region. Data were analyzed using descriptive statistics via SPSS. The findings reveal that while a majority of respondents have access to media and are exposed to cancer prevention messages, significant gaps remain in their ability to critically assess the credibility and accuracy of the information. Cultural beliefs, low education levels, misinformation, and limited digital access were identified as key challenges affecting media literacy and cancer awareness. The study concludes that enhancing media literacy through targeted educational initiatives and culturally sensitive health communication strategies can improve cancer prevention outcomes in rural Nigerian communities. It recommends incorporating media literacy programs into public health campaigns to foster informed decision-making and encourage proactive health-seeking behaviors.