Edutainment for Polio Vaccination Uptake in Northern Nigeria: A Descriptive Case Study Of a Theory-Driven Public Health Intervention

Introduction Polio vaccine hesitancy in Northern Nigeria is shaped by complex sociocultural, historical, and structural factors that often undermine conventional health communication strategies. In response, educational entertainment (edutainment) has emerged as a culturally resonant strategy to increase vaccine demand. This paper examines the implementation and immediate outcome of an edutainment-based polio vaccination campaign delivered across five high-priority Nigerian states with a high burden of Circulating Vaccine-Derived Poliovirus type 2 (CVDPV2) and significant incidence of vaccine hesitancy in 2024. Methods This study is a theory-informed, descriptive implementation case study, guided by Social Cognitive Theory and the Theory of Reasoned Action/Planned Behaviour. We conducted 3,134 edutainment events in Zamfara, Kebbi, Sokoto, Kano, and Katsina across 4 supplemental immunization activities in 2024. Activities included community drama, comedians (papalolos), cultural dances, mobile public address systems, and nighttime film screenings (majigi), all designed to model vaccine-positive behaviours. Events were held in high-traffic public areas, followed by live question and answer sessions with health educators and immediate on-site polio vaccination. Routine administrative data, specifically post-session vaccination counts, were collected to assess intervention reach and uptake. Results The intervention resulted in the vaccination of 298,317 children across 4 edutainment rounds, with Zamfara recording the highest uptake (n = 90,978). The integration of immediate service delivery with culturally grounded performances appeared to reduce drop-off between awareness and action. Higher turnout was observed in states and sessions with greater community engagement and gatekeeper involvement. Discussion This intervention demonstrates the feasibility and promises of theory-driven edutainment as a public health mobilisation strategy in vaccine-hesitant and underserved settings. The campaign combined emotionally resonant performances with immediate access to vaccination services; hence it helped bridge the gap between awareness and action. The approach leveraged local culture, trusted messengers, and real-time engagement to overcome historical resistance and practical barriers to immunisation. Future studies should incorporate quantitative, qualitative and longitudinal components to explore how edutainment interventions influence community perceptions, attitudes, and decision-making around vaccination, beyond what can be captured through routine administrative data alone.