One of the developing countries plagued by significant health issues is Nigeria. The aforementioned circumstance inspired the researchers to investigate how these issues may be solved via successful health communication campaigns on new media platforms. The research study was built on the Health Belief Model and the integrated literature review approach was employed to investigate the subject matter. Data were collected from extant empirical studies published in reputable peer review journals and were analyzed qualitatively in a thematic fashion. The findings of the study revealed that Nigeria is faced with an avalanche of health-related challenges. These health challenges include malaria, measles, hepatitis, polio, and recently Covid-19 amongst others. It was also found that the interactive and accessible nature of the new media makes it a fertile ground for health communication campaigns. However, the findings of this study unravelled that there are religious and cultural beliefs that impede the effectiveness of health communication campaigns in Nigeria. Therefore, the study proposed a pragmatic health communication model which suggests that to overcome the extant challenges of health communication campaigns in Nigeria, there is the need for a synergy between health professionals, communication experts, traditional leaders, religious leaders, and celebrities. The study further recommends that there is a need for the Nigerian government to reduce the cost of internet subscriptions to make its citizens exposed to health communication campaign messages on new media platforms, especially during the outbreak of novel diseases.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.