An Integrated Model for Postpartum Depression Awareness: Overcoming Cultural Barriers through Strategic Information Sourcing in Niger State

Abstract

Background: Postpartum depression (PPD) is a significant global maternal mental health issue often overlooked, particularly in Northern Nigeria, where the total fertility rate of 7.2 amplifies PPD risks and vulnerability due to repeated multiple childbirths at short intervals, which contributes to emotional and physical stress. Purpose: This study examines how culturally relevant information sources and risk communication influence knowledge and help-seeking behaviours related to PPD in Niger State. Methods: The study adopted a mixed research design of a survey (n-384) and a Focus Group Discussion (n-32). A multistage and purposive sampling technique was used. Kobo Toolbox was used to collect data, SmartPLS-SEM, and Yin (2009)’s thematic explanation was used for analysis. Results: Revealed that over 50% of the variance, healthcare providers emerged as the single most influential source of postpartum depression knowledge, followed closely by social media and radio. Qualitative insights from focus group discussions further illustrated how stigma and the credibility of messengers shape women’s willingness to act on such information. Indigenous media, particularly community radio and storytelling, also indicate strong potential as culturally grounded channels for awareness. These findings underscore that combining clinical, digital, and culturally resonant communication can bridge knowledge gaps and promote early help-seeking among women. Conclusion/Practical Implication: The study recommends integrating PPD education into maternal health policies and leveraging digital platforms and community radio for culturally sensitive communication to reduce stigma and promote early help-seeking. Recommendation: To mitigate stigma and promote early intervention, we recommend co-designing public health communication that synergises clinical authority with the cultural resonance of indigenous and digital media.