Background: In recent years, the pursuit of universal health coverage (UHC) had become a crucial goal for many nations, particularly in developing countries like Nigeria, where access to healthcare remained a significant challenge. Social health insurance (SHI) emerged as a promising strategy to address financial barriers to healthcare access in Bayelsa State, Nigeria. Despite this potential, enrolment levels in SHI programs remained suboptimal, necessitating awareness campaigns to inform the public about the existence and benefits of SHI. The study aimed to evaluate how radio, television, and stakeholder-engagement campaigns influenced enrolment decisions, perceived value, and ongoing participation in Bayelsa State’s social health insurance framework, while identifying gaps in reach and effectiveness across diverse geographies and populations.

Methods: The study employed a mixed-methods design, integrating quantitative and qualitative approaches to assess the impact of awareness campaigns. Data were collected from a sample of 600 respondents through structured surveys and in-depth interviews. Statistical analyses were conducted to explore associations between exposure to campaigns and enrolment outcomes.

Results: Findings revealed that traditional media, particularly television and radio, were the most effective channels for disseminating information about SHI. Awareness campaigns positively influenced enrolment decisions, with a significant association observed between awareness of eligibility criteria and knowledge of program benefits. Linear regression analysis confirmed that increased awareness correlated with higher uptake and financial protection.

Conclusion: The study concluded that awareness campaigns were essential in shaping public perceptions and behaviours toward social health insurance in Bayelsa State. Enhancing outreach efforts and tailoring messages to address specific community needs were critical for improving SHI uptake and achieving broader health coverage goals.