Professor Umaru Pate making presentation on Social and Behavioural Change Communication, during the media dialogue on first one thousand days of life, held in Gombe.
By Murtala Muhammad
The Vice Chancellor, Federal University of Kashere, Gombe State, Professor Umaru Pate says behaviour formation, sustenance and change are key in shaping one’s attitude toward national development or otherwise.
Professor Pate who was addressing journalists at a Media dialogue engagement in Gombe state, said formation of positive behaviour, and its sustenance brings about national development and cohesion.
The dialogue was organized by the Bauchi Field Office of the United Nations Children Fund, UNICEF on First One Thousand Days of child’s life, for journalists from Adamawa, Bauchi, Gombe and Taraba states as well as the Federal Capital Territory, Abuja.
Professor Pate who said for the media to give protection to children’s life especially in the first one thousand days, they must invest heavily in research towards producing the right content that can make people form, sustain and sometimes change their behaviours to do the right thing.
He explained that producing the right content for audience consumption would serve as an enabler for the media to be constantly followed, noting that anything outside of it, people would run away to other platforms that suit their taste.
According to him, behavioural change is gradual and the media has the mandate to set an agenda to influence people’s behaviour positively and make them change in the long run.
The Vice Chancellor Federal University of Kashere who is a professor of Mass Communication tasked the media to take the lead in educating the public on Maternal and Child health with particular emphasis on the importance of first one thousand days of life.