ABSTRACT
Dissemination of appropriate health education messages is essential to any health promotion campaign. This cross-sectional study examined media ownership, access and media preferences by target groups in Kapoeta South County, Southern Sudan. The target groups were segmented into household heads (n = 368); women with children under five years (n = 580); and youth 11-16 years old (n = 349). Interviewees were selected at random from 49 villages. Overall, a small portion owned radios (6.8%) and television sets (0.2%); more had access to radio (27.1%), listened to cassettes (50.8%), and had access to television and movies (21.4%). The majority were interested in programs developed in the vernacular (89.0%). A very low literacy rate (1.3%) and difficulty in understanding signage (29.7%) posed potential obstacles for use of print media as a primary source of health communication. Heads of household were more likely to own radios (P < 0.001), watch TV outside of the home (P = 0.034), and see posters (P = 0.038) than other groups. Traditional entertainment was attended by 94.4% of respondents. Information from chiefs (61.5%) and elders (51.5%) was considered trustworthy by the majority of respondents. This research highlights the utility in understanding media access, habits and preferences of community members when designing a health promotion campaign.
