Effective Communication Strategies for Health Promotion
This comprehensive guide explores various mass media channels, mid-media outdoor publicity materials, and interpersonal communication strategies for reaching different audiences with health messages. It discusses the advantages and disadvantages of each method, including their reach, cost implications, and effectiveness in disseminating key health information. From mass media like television and radio to mid-media tools like posters and brochures, as well as interpersonal communication through counseling, this guide covers a range of communication approaches for promoting health awareness.
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Mass media channels Audiences Reached Advantages Disadvantages Wider reach in urban and rural areas Maximum impact due to audio-visual elements Expensive production costs Less reach among rural and migrant populations, who are vulnerable to TB. Households Families Television Radio production is simple and much less expensive than TV. Relatively wider reach than TV among rural and migrant populations. Accessible even on mobile phones Individuals Households Families Radio listening is no more popular; TV viewing/online portals are more popular. Radio Not useful for the illiterate population People read newspapers for news about political developments, crime, etc., and not for advertisements per se, unless the advertisement is attractive and eye-catching enough. Timely and fixed schedule of dissemination. Pictorial description of message. Newspapers and magazines Educated individuals Households
Mid-Media - Outdoor Publicity Materials and Folk Arts/ Dramas Audiences Reached Advantages Disadvantages Strong pictorial description of the message. Useful in high-traffic areas Brief messages Short lifespan Posters Individuals Good for communicating core messages with illustration/ visual support. Mass distribution and a kind of take- home message. Not very expensive. Can be used for repeated exposure and to reinforce messages broadcasted through mass media. Useful for the literate population, but can be used by the illiterate people as well If the pamphlet looks attractive enough, it is taken home and contents are deciphered with the help of literates or children at home/ in the neighbourhood. Pamphlets Individual Individuals Groups Detailed information/ instructions with illustrations/ visuals/ graphs etc. Production costs may be relatively high. Brochures Good support in counselling sessions. Production costs may be relatively high. Flip charts Individuals
Mid-Media - Outdoor Publicity Materials and Folk Arts/ Dramas Audiences Reached Advantages Disadvantages Useful in high-traffic areas. Good for identification, pictorial description and reinforcement of message Face-to-face communication along with audio-visual communication for better message retention. Useful in dispelling myths and practices. Individuals Households Only for the literate population. Message retention is low Wall writings/ hoardings Expensive to scale up. Requires trained staff. Relatively small reach. Kiosks Individuals Expensive to implement and scale up Relatively small reach Requires precision of timing Entertaining and can grab audience attention and better message retention Mobile vans and videos on wheels Groups Community Entertaining and can grab audience attention and better message retention Can touch an emotional chord with individuals/ households; useful for sensitisation. Relatively small reach. Expensive to scale up. Requires precision of timing. Requires good artists with prior training. Groups Community Folk dramas
Interpersonal Communication (IPC) Audiences Reached Advantages Disadvantages Credible source due to face- to-face communication. Allows detailed explanation of key health messages. Can help dispel myths and check wrong practices. Time-taking to build reach. Small reach (individual). Costly to scale up. Requires special training. Counselling Individuals Credible source due to face- to-face communication. Allows detailed explanation of key health messages. Can help dispel myths and check wrong practices. Useful for rapport building. Time-taking to build reach. Small reach to the target audience. Requires adequate capacity building. Home visits Households
Community Dialogue Audiences Reached Advantages Disadvantages Brainstorming of key stakeholders. Identification of key communication challenges, Key inputs from experts and academicians. Not timely. High cost of implementation. Time-taking to bring about change. Difficulty in mobilizing key stakeholders. Policy-makers Implementers Urban population Seminars, workshops, and Parliament questions Emphasis on key messages by influencers/ stakeholders. Useful for addressing different segments of the target audience together. Intermittent in occurrence. High organising cost. Only verbal communication involved. Reach is relatively small. Key influencers Individuals Households Public meetings and gatherings Dissemination of key messages among communities. Word-of-mouth communication. Low frequency. Only verbal communication involved. Households Individuals Working with groups
Social Media Audiences Reached Advantages Disadvantages Targets individuals but has a wide/ mass reach. An effective method of reaching a large number. High visibility among decision-makers. Only limited people have access to internet accounts on Facebook, and an even smaller number have blogs. Facebook, Blogs, YouTube, SMS Individuals
