Methods and Materials of

health communication
Introduction

• Health information and education helps

people to make wise choices about their
life
• To this effect, accurate information must
be presented in an understandable way
using different methods.
• This requires appropriate selection and
use of the right methods and materials.
Selection of Methods and Materials

- Purpose of the communication program

- The impact to be achieved
- Proposed media mix, if any
- Seasonal and geographical reasons to consider
- Resource considerations
- Fit between messages and channels selected
Purpose of the communication
program
• Why are we conducting the media campaign?

• Inform and Educate

• Persuade and promote
• Increase intention to act
• Encourage and reinforce behaviour change
• Nurture/Facilitate advocacy
The impact to be achieved

• Reach Vs Frequency? What determines this

decision?

• Reach- The number or proportion of the

intended audience to receive the message.
• Frequency- The number of times the
message reaches the intended audience.
Proposed media mix

• Do we need to use a mix of media? Why?

Which media to mix?

• Media Mix/ Multi media approach is the

use of two or more channels for a single
communication program.
Advantages of Media Mix

• Compensates for messages not received

by another channel
• Addresses the media behaviour or media
habits of different audience segments
• Potentiates frequency of messages
• Increases reach
• Promotes Trust/credibility of the message
Seasonal and geographical reasons
to consider

Seasons

• Festivals, Holidays, weather conditions

Geographical reasons

• Media infrastructure, policy issues

Resource considerations

• How much resources do we have?

• How much resources can we generate?

 Communication Channels

• Inter-personal

• Group

• Mass
Interpersonal

• Educational methods used for a face to

face interaction between two people
• When resistance to behaviour change is
anticipated
• When recommended changes are against
the deeply held traditions
• Very effective in persuading approaches
Example - Counselling, Home visits
 Group

• Educational methods used in interactions

that involve face to face communication
between a sender and a group of people
• Very effective in educating approaches
• Group education promotes support and
encouragement among members
• Permits sharing of experience and skills
• Possible to pool resources from members
Examples of Group educational methods
include
• Group discussions
• Meetings
• Demonstrations
• Dramas
 Mass media

• Educational methods used to transmit

messages to a large audience in order to
reach broader segment of the population
• Uses mass media
• Very effective for Informing approaches
Example - Health talks through TV, Radio,
Articles through Newspapers, etc.
Teaching Materials/Aids

• Include all materials that are used as

teaching aids to support the
communication process

1. Audio
2. Visual
3. Audio-visual
Audio
• Include any teaching aid that is only heard
• Such as spoken words, talks, music
• Easily forgotten
• Could be distorted or misunderstood when
translated
• Can be used as group educational methods-
health talks at OPD
• Can be used as mass educational methods-
health talks through radio
Visuals

• Teaching aids or objects that can be seen

• More effective than words alone
Ex- Non-projected such as pictures, posters,
photographs, newspapers, leaflets

Projected – LCD or overhead projectors

Audio-visuals

• Include teaching materials that can be

both heard and seen
• The strongest methods of communicating
messages particularly when accompanied
with interactive methods

Ex- Video films, TV dramas, Health talks

using the visual materials
Audio-visuals

• Easily arouse interest

• Provide a clear picture of the messages
• Speed up and enhance understanding
• Stimulate active thinking
• Create opportunities for active learning
• Help memory
Chinese Proverb

• If I hear, I forget.
• If I see, I remember.
• If I do, I know.

• You remember
20% of what you hear,
50% of what you hear and see, and
90% of what you hear, see and do.