UPM-CALC/BBI2002 INTRODUCTION TO ACADEMIC ENGLISH/SEM 2

BINTULU/2019_20/SCL/WORKSHEET 6

SCL WORKSHEET 6
DUE DATE :

Name : Yoga Shuruthi a/p Yesudass

Matric No. : S28662
Group :5

Read the following passage and answer the questions that follow.
Health communication is an evolving field that has shifted from an emphasis on health
education towards behaviour and social change. The evidence that communication can
help people adopt positive health behaviours and create demand for preventive and
curative services is growing. Much of the growth in this field was stimulated by the AIDS
epidemic which started in 1985. During that time, there was no anti-retroviral treatment ,
and the only tool for prevention was social and behaviour change. In the past two
decades, a number of lessons learnt about effective health communication from other
fields as well as a few from immunisation, have highlighted three cautionary points that
need to be considered as communication plans concerning vaccination and vaccine
hesitancy.

Firstly, it is necessary to be proactive when planning an immunisation programme. A

communication strategy should be integrated into the planning from its inception. Late
communication planning compromises the quality of the communication, the
immunisation intervention and the impact of the immunisation programme. Lack of
communication at the outset can lead to serious problems with the implementation of the
programme. For example, it provides opportunities for people and organisations with
vested anti-vaccine interests or religious convictions to hinder the success of the
programme.

Secondly, communication should be a two-way process. It is in equal measure a process

of listening and informing. Understanding the perspectives of the people for whom
immunisation services are intended and their engagement with the issue is as important
as the information that experts want to communicate. Formative research is, therefore,
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an essential component of communication planning as it creates and provides

opportunities to engage people in discussion and debate. Formative research can also
involve consulting existing epidemiological and social data about the specific population
being targeted. Mobilizing the population through its religious and community leaders has
proven to be an effective communication tool to promote polio eradication efforts in
endemic countries.

Thirdly, knowledge is important, but it is not sufficient to bring about changes in health
behaviours or to ensure their adoption. Although different changed models have been
developed and validated, they may only be appropriate in certain contexts. This is due to
the different cultures and background of the population. While the merits of each model
can be debated, the importance of a solid foundation of communication strategy on one
or a combination of validated models cannot be overestimated. The outcomes of the
strategy might be different from what are expected at the planning stage.

In conclusion, there is evidence that communication can be an effective tool, if utilised in

a planned and integrated strategy, to make a significant difference to the behaviours of
individuals and populations on a number of health issues including acceptance of
vaccination. Communication strategies can and should be harnessed for vaccination as a
mean of counteracting vaccine hesitancy and promoting optimal vaccine uptake .

Adapted from Goldstein, S and Sherine,G. (2015) Health communication and vaccine hesitancy. Elsevier,
33. Retrieved from www.elsevier.com/lovste/vaccine

1. Explain how the health communication has evolved from the past.
Health communication has evolved from emphasising on health education in the past
towards focusing on behaviour and social change. In the past, there was no anti-
retroviral treatment, and the only tool for prevention was through social and
behaviour change.
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2. List THREE points that need to be considered as communication plans concerning

vaccination and vaccine hesitancy.
 to be proactive
 communication should be a two-way process
 knowledge is important

3. According to Goldstein and Sherine, when planning an immunization programme,

communication strategy needs to be integrated from its inception. Provide THREE
reasons why it is important to integrate communication strategy from the beginning.
Late communication planning compromises
 the quality of the communication
 the immunisation intervention
 the impact of the immunisation programme

4. The author mentioned that formative research is important in communication

planning. Prove this belief is true by stating TWO reasons from the text.

 Formative research creates and provides opportunities to engage people in

discussion and debate.

 Formative research can also involve consulting existing epidemiological and

social data about the specific population being targeted

5. Do you think that health communication brings social and behavioural change in
health issues? Justify.

Yes, because health communication increase knowledge, shift attitudes and cultural
norms and produce changes in a wide variety of behaviours .
UPM-CALC/BBI2002 INTRODUCTION TO ACADEMIC ENGLISH/SEM 2
BINTULU/2019_20/SCL/WORKSHEET 6