The Influence of Promotional Materials in Combating Bushmeat Consumption among Urban Dwellers in Lagos State, Nigeria.

Abstract

Bushmeat consumption in Nigeria, particularly in urban areas like Lagos State, presents a growing challenge to biodiversity conservation, public health, and wildlife sustainability. Despite ongoing conservation efforts, the demand for bushmeat remains high, driven by cultural preferences, protein needs, and low awareness of ecological and health risks. The persistence of this practice highlights a critical gap in public education and communication. This study assessed the effectiveness of various promotional materials in influencing awareness and reducing bushmeat consumption among urban dwellers in Lagos. Using a descriptive cross-sectional survey of 203 residents across 20 Local Government Areas, the study assessed exposure to awareness campaigns and their impact on knowledge and behavioral change. Findings revealed that 70.4% of respondents reported a reduction in bushmeat consumption, and 55.2% acknowledged increased awareness due to campaign exposure. Significant associations were found between age, occupation, and exposure to the materials (p < 0.05), with younger individuals showing greater responsiveness. A critical insight from the study reveals that education and income levels did not significantly influence behavioral change, challenging the assumption that conservation awareness is limited to more educated or affluent groups. Notably, many respondents encountered the campaign during the COVID-19 pandemic, when global concern over zoonotic disease heightened public sensitivity to the issue. A substantial number expressed willingness to reduce consumption if alternative protein sources, such as plant-based options or frog meat, were available. Without such substitutes, public campaigns and appeals may struggle to achieve long-term impact. This suggests that properly crafted messaging, when both timely and culturally resonant, can shift attitudes toward wildlife exploitation and urban bushmeat demand.