COMMUNICATING

HEALTH FOR HEALTHY Dr. Sreerupa Sengupta

LIFESTYLE
HEALTH PROMOTION

1984: WHO set up a new program on Health Promotion

Key principles of Health Promotion are –
Enabling people to take control of and be responsible for their health
Tackling the determinants of health
Utilisation of a range of approaches from legislation, policy, financial and
infrastructural resources to education and organizational change
Effective participation of people – developing the capacity of the community
Role of health professionals in education and advocacy for health
 GLOBAL CONFERENCES ON HEALTH
PROMOTION

First Conference on Health Promotion was held in In 2000 – 5th Global Conference on Health
1986 Promotion was held in Mexico

Built on the key principles set out by WHO in
1984
Listed following action points –
Build healthy public policy
New points which emerged included –
Infrastructure for Health Promotion
Adequate Investment for Health Promotion
Strengthening capacity building

Create supportive environment

Strengthen community action
Develop personal skills
Reorient health services
HEALTH COMMUNICATION

Health communication is integral to health promotion

Purpose: to educate people about health, to motivate them to change their behaviour,
to change social norms which hinder adoption of healthy practices
Evolution of health communication –

Behaviour
Information, Social and
change
Communication, Behaviour
Communication
Education (IEC) Change (SBCC)
(BCC)
PARADIGM OF HEALTH COMMUNICATION

Dominant Critical
paradigm: paradigm:
knowledge Mixed participation
transfer (addressing a
(addressing a lack of
lack of participation
knowledge and and
information) empowerment)
SOCIAL AND BEHAVIOUR CHANGE
COMMUNICATION
Follows the framework of – Knowledge, Attitude and Practice (KAP)
Questions social norms
More comprehensive than creating some educational materials on health
Uses multiple channels of communication
Purpose: to encourage people to adopt behaviour which will improve their health
Aims to bring changes at –
Individual level
Community level
Societal level
SBCC
SBCC has been used successfully to change SBCC is –
behaviour during HIV pandemic, adopt
effective family planning practices, sensitise Systematic
people for better hygiene to prevent water-
borne diseases Targeted
Impact oriented
Adopts a holistic approach to health SBCC is always based on evidence or
communication – focusing on data from the community
content,channels of communication,
community involvement, environment of the Impact is measured for improving the
target audience, infrastructure, budget, and health communication programs
continuous review
PLANNING STAGE OF SBCC

Preliminary analysis at the planning stage should consist of –

Stakeholder Analysis – understand the key players
Problem Analysis – identify the nature of the problem using problem tree
Risk analysis – identify the major obstacles
STAKEHOLDER ANALYSIS
Salient questions –
a. Who are the stakeholders (individuals, groups, organisations) – with respect to a
project, product or decision?
Identify the -
oprimary stakeholder – those who will be directly benefitted
oSecondary stakeholders – those involved in implementing the initiative
oTertiary stakeholder – those whose support is needed for the intiative
b.Who will benefit positively from activity?
c. Whose interests will be harmed by the activity?
VISUALISING PROBLEM: PROBLEM TREE ANALYSIS

Any problem has the following parts –

Main problem
Root causes of the problem
Effect the problem will have, if unsolved
Effect the problem will have, if solved
Unless you can visualize the problem – understand the different parts of the problem better –
you will not be able to structure the report

Problem tree Analysis helps you to visualize the problem – in the form of a tree
Roots of the tree represents – factors which causes/ contributed to the problem
Main truck of the tree represents- main problem
Leaves of the tree represent – effects of the problem
 STRATEGIC
COMMUNICATION
FRAMEWORK
DEVELOPED BY
WORLD HEALTH
ORGANISATION
RECIPE FOR SUCCESSFUL HEALTH COMMUNICATION

Tell real stories

Use simple language

Use multiple languages

Make it visual
HOW TO BRING ABOUT CHANGE: ROADMAP

Your issue/your message

Your context

Your Audience

Your story
IDENTIFY YOUR
ISSUE/MESSAGE
« I want to go from a situation where women have no say to
how the money they earn is spent at home to a situation where
women are able to negotiate with their partner the spending of
their earnings» (3 lines, max)

Take your time, confront, try and try again…

How will you know that your message has been understood?

Test, test, test…

IDENTIFY AND UNDERSTAND YOUR
AUDIENCE(S)
Who needs to know?
Why are they important to the change?
Who are they?
How do they feel about the change you want
them to be involved in?
Can you put yourself in their shoes? What do
you see?
CONTEXT National
and global
influences

Community,
peers, culture

Family,
household

Individual –
beliefs, habits,
education,
compulsions

An Ecological Approach
ROADMAP: WHAT IS THE
STORY?
Creating Recognition

Creating Emotion

Creating Connection

Fostering Engagement
 DID YOU ACHIEVE THE OUTCOME?
MAPPING CHANGE (THROUGH LOGICAL
FRAMEWORK)
Logical frameworks have their origin in military planning but was adapted by USAID in 1969 for understanding the
change caused by the initiative.
Since, then, logical framework has been adopted by several organisations for effective planning and for reviewing
change.

INPUT ACTIVITIES OUTPUT OUTCOME

Human resource Identify the stakeholders Number of IEC materials Communication led to
Budget Identify the problem created discussions at the policy
Time Create the content Number of consultations level
Collaborations Create teasers held for dissemination
Infrastructure Choose the channels of Number of new content Communications created a
Technology communication created new perspective at
Reach of the community
communication materials
More people have adopted
healthy behaviour