Abstract
The increasing occurrence of cardiovascular illness usually associated with bad cholesterol build up in Nigeria. Against this backdrop, the study x-rayed the issue of bad cholesterol build up viz a viz traditional channel of communication as the most effective option for carrying out sensitization campaigns about possible ways to curb it health implications. The study was a conceptual study which is based on literature review and built into it; Understanding Bad Cholesterol Build Up, The Place of Rural Dwellers in Health Communication and Behaviour Change Campaigns, Exploring the African Traditional Media: Effective platform for Rural Health Communication and Behaviour Change and Advantages of Folk Media as useful channel for Disseminating Messages on the Dangers of Bad Cholesterol. Based on the literature review, the study concludes that sadly, irrespective of the effectiveness of folk media in changing negative social health behaviours in rural Africa, it has not been recognized in most Western literature as a very efficient means of reaching the rural communities with messages that will help them get informed, aware and knowledgeable about hazardous health challenges like bad cholesterol build-up.
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