RADIO PROGRAMMING AND THE FIGHT AGAINST BREASTS CANCER IN MUBI SOUTH LOCAL GOVERNMENT AREA, ADAMAWA STATE.

ABSTRACT This study investigates the role of radio programming in the fight against breast cancer in Mubi South Local Government Area, Adamawa State. It explores how radio as a medium of mass communication influences public awareness, knowledge, and health-seeking behaviors related to breast cancer. The research adopted a descriptive survey design, using structured questionnaire to gather data from 76 respondents within the local government area. The findings reveal that radio serves as a primary source of information on breast cancer for majority of the population, especially due to its accessibility and use of local languages such as Hausa and Fulfulde. It was also found that interactive radio formats—such as interviews, phone-in sessions, and health talk shows—are more effective in engaging listeners and promoting behavioral change, including breast self-examination and early medical consultation. However, irregular program scheduling, lack of expert input, and limited awareness campaigns were identified as key challenges limiting the full impact of radio in this context. The study concludes that while radio has proven effective in promoting breast cancer awareness, greater collaboration between media houses, health professionals, and policymakers is needed to enhance program content, frequency, and community outreach. Recommendations include increasing the airtime for health programs, engaging medical experts, and improving broadcast timing to reach a wider audience. The study contributes valuable insights into the strategic use of radio for public health interventions in rural and semi-urban settings in Nigeria.