Training for Media, and PR/health promotion

professionals on COVID-19/ MNCH service

demand and other outbreak Prevention

Adigrat, Tigray
June, 2023
Presentation Outline

 Introduction

 Goal of communication

 Demand generation strategies and approaches

 Principles of Media reporting

 Steps in strategic Process

 Introduction
• Demand generation/promotion interventions need high quality planning and
implementation process

• People interpret and make meaning of information based on their own context

• Culture, norms, and networks influence people’s behavior

• People can’t always control the issues that create their behavior

• Promotion of COVID-19 vaccination is crucial to mitigate COVID-19

transmission among the community
Goal of Communication on health

• To empower people to make evidence based & informed

decisions.
• To encourage communities trust on the health providers and
services in general

•To facilitate access to timely, accurate and credible information to

the community

•To provide people with a means of asking questions and having

their concerns addressed
Key Demand Generation/Promotion Strategies and
Approaches
Strategies and approaches

 Multiple types of activities and communication

channels.
 There is no single magic bullet
 Contextualized community engagement and
mobilization is very crucial
 Gender consideration for equitable access
 Disability friendly communication
 Advocacy

 It helps to gain political commitment, social acceptance and systems support for
the implementation of the campaign.
 Our campaign requires different level advocacy meetings through the engagement
 Political leaders
 Sectoral Bureaus/offices,
 Religious leaders,
 media professionals
 Influential community members,
 partners and other stakeholders etc.…
 Social Mobilization
 A process that engages/motivates various stakeholders at regional and local levels for
intersectoral collaboration to increase the uptake of vaccines
 Is a communication strategy, by engaging different stakeholders, including:

 Government Bureaus/organizations, and regional media agencies

 International and local NGOs, Faith-based organizations

 Civil societies, Public & private sectors

 Community-based organizations, Professional associations, and Communities and families

 Media organizations

Community mobilization is a grassroots-level process within the context of a

broader social mobilization effort
Mass communication
Deploy culturally appropriate multi-channel communication materials while
ensuring they are in local languages:
Broadcast Media TV & Radio (NEWs, PSA, briefing…)

Print Media Flip books, posters, brochures Banner…

Transit Media Mobile van/ Monterbo

Electronic Media SMS, IVR,

Social Media Social Media posts (Facebook, telegram…)

Community Media Community events and meetings, town criers

Interpersonal Communication Face-to-face dialogues by health workers, volunteers and

community mobilizers and house-to-house visit
Communication (SBCC) materials
ሕማም ቫይረስ ኮሮና
ኣብ ምክልኻል ሕማም ይረስ ኮሮና （ ኮቪድ-19) ን (ኮቪድ19) እንታይእዩ?
ክታበቱን ኣመልኪቱ ሓበሬታ እንትትደልዩ
ኣብ ቀረባ ንዝርከብ ትካል ጥዕና ወይ በዓል ሞያ ጥዕና
ሕተቱ

ቁልፊ መልእኽትታት

ክታበት መከላኸሊ ሕማም ይረስ ኮሮና

(ኮቪድ-19)

• ዘትኣማምንን ድሕንነቱ ዝተሓለወን እዩ።

• ክታበት ድሕሪ ምኽታብ ካብ 15 – 30 ደቒቐ ኮፍ ብምባል

ዕረፍቲ ይግበሩ/ይግበራ

• ናብ ክታበት ናቑጣ እንትትኸዱ ካብ ከተብቲ ካርዲ ክታበት

ምቕባል ኣይትረስዑ/ዓ

• ቅድሚ ሐዚ ዝተከተብኩምን ዘይተከተብኩምን ልዕሊ 18

ዝዕድሜኹም ክታበት ፀረ ሕማም ቫይረስ ኮሮና (ኮቪድ-19)
ክትወስዱ ይግባእ

• ክታበት ድሕሪ ምውሳድ ዝኾነ ዓይነት ፀገም ጥዕና እንተጋጢሙ

ንበዓልሞያ ጥዕና የማኽሩ/ራ
 Capacity building

 Capacity building on demand promotion is very important for:

 Media professionals (continuous)

 Public relations

 Health professionals

 Influential bodies

 Communication/RCCE task force members

Media Engagement
 Media plays a key role in risk communication and promoting demand for health
services,

 Sensitization with journalists and reporters make them key advocates

 Proactively identify, filter out and respond the spread of rumors, misinformation
and fake news

 Prepare regular press release, panel discussions, expert interview,

 Field recording by media crew and programs

 E.g. Media Influence on Covid-19 Vaccine uptake

The influence of media on vaccine uptake has been reported in many countries:
In Sierra Leone, availability of media outlets and the framing of COVID-19
vaccine messaging contributed to a 32.4% willingness of people to take the
vaccine
Messages should explain the benefits and potential side effects of the vaccine,
which increased people’s trust
Thus access to media correlates with higher COVID-19 vaccine acceptance
 Factors Influencing Willingness to receive COVID 19 vaccine
(based on studies conducted in Ethiopia)

 Decreasing trend of risk perception on COVID-19

 35% in Aug 2020
 32% in Feb 2021
 25% in Sep 2021
 Misinformation and disinformation was the major driver for low vaccine uptake
 Inadequate reliable source of information
 Less exposure to media
 Principles
Key for Reporting
messages Cont.…
1. Reinforce norms

 Consider how your reporting can help to encourage trust in safe and effective
vaccines and reinforce vaccination norms

2. Remind people the benefits of vaccines

 Emphasize that COVID-19 vaccines can prevent Severe disease and death from
the virus

 Inform audiences about the importance of all vaccines

 Principles for Reporting cont.…
3. Use clear, audience-friendly language

 Frame scientific language through explanations with simplified terms for audiences
of all levels
 Avoid jargon and define scientific terms in every article.

4. Address vaccine hesitancy

 Give the complete picture of the vaccines’ development and provide trustworthy

information using expert and scientific sources

 Report facts and figures about the role of effective vaccines in ending health

epidemics throughout history.

 Principles for Reporting cont.…

5. Responsibly disclose the potential side effects of COVID-19 vaccines

 Clearly state possible and expected side effects to inform the public, and help

them understand what to expect.

 Factors Influencing Willingness to receive COVID 19 vaccine
(based on studies conducted in Ethiopia)

 Decreasing trend of risk perception on COVID-19

 35% in Aug 2020
 32% in Feb 2021
 25% in Sep 2021
 24.5% everyone is at risk (1st round COVAX campaign in Tigray )
 Misinformation and disinformation was the major driver for low vaccine uptake
 Inadequate reliable source of information
 Less exposure to media
Social listening and monitoring to clarify rumours and community concerns

Important points to note:

 Rumors spread easily when information is incomplete or delayed.

 Understand the Rumors, public concerns and misinformation

 Critical to prepare mechanisms to adequately track and manage rumors, fake news or
misinformation
Steps in strategic
communication
(P-Process)
P-Process is a framework designed
• To guide communication professionals as they
develop strategic communication programs.

• It is step-by-step road map leads to a strategic and

participatory program with a measurable impact
on the intended audience.
 Evolution of SBC

IEC BCC SBCC SBC

IEC assumes people’s Evidence and Adoption of a behavior is Grounded in a number of different
behavior change when research based use of also influenced by the disciplines, including sociology, social
they are provided with communication to external environment— psychology, Economic to address the
the right information. promote individual the local context, family, cognitive, social and structural
behavior change and community determinants
(Knowledge, attitude
& behavior)
Shifts in Approaches of SBCC
THEN NOW
Messages Dialogue & Engagement

Individual Behavior Collective Social Change

Beneficiary driven approach Human rights approach

Problem identification Appreciation of context

Expert-driven solutions Community-driven solutions

Strategic, systematic, evidence-

Ad hoc/Unplanned based, longer term
Socio-Ecological Model (SEM)

• The SEM is foundational model for

social and behavior change.

• SEM Helps us map ‘stakeholders’ by

level / context

• Personal and environmental factors

that determine behaviors
Socio-Ecological Model (SEM)

• Supportive legal and policy framework

• Infrastructure (Water, electricity, transport, access)
• Committed leadership
• Better sectoral coordination (agri, educ, health)

• Access and availability of the services

• Friendly services (IPC, CRC)
• Enhanced knowledge and skills of service providers

• Supportive community norms

• Well informed and motivated CHWs

 Knowledge and attitude of the individual

 Skill to practice the behavior
 Belief and value
 Perceived risk
Stages of Behavior Change Process
• Pre-Contemplation (No information and interest to change)
• Contemplation (Aware of the problem and critically think of the change)
• Intention (Preparation for action)
• Action (Started to practice)
• Maintenance
• Advocate to others
Why people are less likely to use health care services?
Health care services are less likely to be used by people who are:

• Uninformed

• Dissatisfied

• Too busy

• Misinformed

• Distant
 Analysis

 Situation analysis
Communication analysis
Audience analysis

• Identification of factors that barriers or facilitators to desired behavior

• Identification stakeholders
• Identification and segmentation of target audiences
• Assess communication channels availability and preference
Review available data (መረዳእታ)
• The problem or issue, the incidence or prevalence ,

• Who is affected (the potential intended audience), including age, sex,

ethnicity, economic situation, educational level, place of work and
residence, and causative or preventive behaviors)

• The effects of the health problem on individuals and communities

• Possible causes and preventive measures

Impact of the war …..

ዓዲ ኣሕፈሮም ጥዕና ጣብያ

03/06/2024 35
Problem Identification and Prioritization

Why prioritization?
• Limited resource
• To easily identify the priority focus
• Time
Lack of resources

It does not matter how many resources

you have if you do not know how to
use them, they will never be enough!”
Root Cause Analysis
Existing tool
• Using existing solutions - How do you remove a ping pong ball from a
tube bolted on the floor?
Think Out of Box

“I gave the tools to distract you!”

 Audiences Analysis
From the overall situation analysis, carry out a detailed audience and communication analysis .

Primary target audience

• Mothers, Care givers, Households

Secondary target audience Tertiary audience

• Religious leaders/
Institutional/organization level stakeholders
• WDG
• Health professionals  Media agencies
• NGOs  Academia, and professional networks
• School Teachers
• Admin  Sector Bureaus
 Other Ministries
Key Steps of Effective Audience Analysis and Segmentation

1. Identify Priority Audiences

2. Analyze level Knowledge, Attitudes and Practices

3. Barriers and Facilitators

4. Identify Influencing Audiences

5. Consider Audience Segmentation

Why audiences segmentation?
We segment audiences because

• Limited resources

• Different people may have different information needs

• Different people may have different taste, values, world-view,

preferences (Radio, religious L…Poster, HEWs, TV,)
Different information need

“One size may not fit all!”

A single campaign may not meet

everyone’s needs.
Strategic Design

1. Set behavioral objectives

2. Determine communication channels
3. Work plan
 Strategic Design
• Establish communication objectives

• Develop program approaches & positioning: Select a behavior change model upon which to base
the program.

• Determine channels

• Draw up an implementation plan

• Develop a monitoring and evaluation plan: Identify indicators and data sources to monitor
program implementation as well as audience reaction.
ICEBREAKER:
A father is about to take his son to a job interview… applying for a position at a large
stockbrokers company in the city.
Just as they arrive at the company’s parking lot, the son’s phone rings. He looks at his father
who says… ‘Go ahead, answer it’.
The caller is the trading company’s CEO who says… ‘Good luck son, you’ve got this.’
The son ends the call and once again looks at his father who is still next to him in their car.
How is this possible?
Strategic Design

During strategy design always consider

gender issues (Gender sensitivity)
 1. Set behavioral objectives
• Set objectives that are SMART.

• Objectives describe what audience should think, know, feel and do.

• Select key audience segments and quantify the changes in knowledge, attitudes, skills,
behaviors, expected within a specific time.

• Prioritize behaviors that will have the greatest impact

 Communication Objective Behavioral Example Indicators
factors

With in the next 3 months, people in Fatsi Knowledge Percentage of people that know
will know the benefit of COVID_19 benefit of COVID_19 vaccination.
vaccination.

With in the next 6 months, COVID_19 Behavior Percentage of people received their
vaccination coverage in Fatsi will be 80% COVID_19 vaccination jab
2. Determine communication channels

• Channel is a means/medium by which the message transmit to the intended audience

• Choosing the channels that are most likely to reach the intended audience

• Combination/channel mix is the best strategic approach for behavioral change (a

synergistic impact)

• Select a lead channel and supporting channels (channel mix for a synergistic

impact.
Criteria for channel selection
• Efficiency
• Effectiveness
• Accessibility
• How frequently should the messages transmitted
• Audience media preferences and habits
 3. Work plan

• Develop a work schedule with regular benchmarks to monitor progress.

Activities (Assessments, Trainings and advocacy, materials development),

monitoring, supervision, out puts, outcomes

• Complete a management plan, including partners’ roles and responsibilities.

• Make sure all involved know what is expected (current behavior and future
destination).
 Group Work

Problem: Low COVID_19 risk perception among the youth?

1. Analyze current situation and list Barriers and Facilitators?

2. Who are your primary and secondary audiences?

3. Set communication objective

4. Determine communication channels?

Thank you!!
 Development and test

• Develop the communication messages and materials based on the strategy.

• While developing any health communication material,

- to see things from the audience’s perspective.

- effective communicators always put themselves in their audience’s shoes.

 Developing messages…..

• Evidence based (based on available data, identified gaps)

• Focus on one issue

• Avoid jargons

• Sensitive to gender differences and culture.

• Has information on where to go for further information or support

Make sure that you follow the 7 Cs of communication while developing your
materials.
• “7 Cs “ act as a checklist to ensured that message is interesting, clear
and effective in reaching the audience and promoting the desired
behavior

1. Command attention
• Attract and capture the audience’s attention.

• Make it memorable!

2. Clarify the message

• The message should be clear, simple and direct.

• Easily understood
“7 Cs” …

3. Communicate the benefit

• State the advantages of practicing the new behavior

4. Consistency
• Repeat the same message consistently across different communication channels to avoid
confusion and enhance the impact of the message

• People learn by repetition and repetition similar message with different approaches and channels

5. Create trust
• Ensure you use accurate information and credible channels. Credibility of the message is
essential, as without it, the message will go ignored by the target audiences
“7 Cs”…

6. Cater for heart and head

• People are persuaded/influenced by both facts and emotions.

7. Call to action

• A clear call to action stating/telling exactly what the audience should do.
Different information need

“One size may not fit all!”

A single campaign may

not meet everyone’s
needs.
• People have different perspectives – view
point for the same thing

Integral means
ONE
 Incomplete data

People fill the gaps when they lack information

 Information Organization

People understand best information that is well

organized.
“I apologize for the length of this letter, but I didn’t
have time to write a short one”

Mark Twain
ንሕብረተሰብ ክመሓላለፉ ዝግብኦም

መልእኽትታት ንፍዮ
 ተቃላዕነትን ሓደጋነትን ሕማም ንፍዮ

 ንፍዮ ብጣዕሚ ተላባዳይን ካብቶም ቀንዲ ምክንያት ሞት ህፃውንቲ ዝኾኑ ሕማማት ሓደ

ኮይኑ ብክታበት ክንከላኸሎ እንኽእል እዩ

 ኩሉ ክፋል ሕብረተሰብ ንሕማም ንፍዮ ተቃላዓይ እንትኸውን ብፍላይ ድማ ህፃውንቲ
ብዝለዓለ ተጠቃዕቲ እዮም።
ሳዕቤን ሕማም ንፍዮ
• ሞት

• ሕማም

• ዓይነ ስውርነት

• ረኽሲ ሳንባ

• ውፅኣት
ምልክታት ሕማም ንፍዮ

o ረስኒ
o ኣብ ሙሉእ ሰውነቱ ዕንፍሩር ምውፃእ

o ሰዓል

o ካብ ኣፍንጭኡ ማይ ዝመስል ንፋጥ ምፍሳስን

o ዓይኒ ምቕያሕን ዘለዎ እንተኾይኑ ሕማም ንፍዮ

ክኸውን ይኽእል።

o ምልክታት ሕማም ንፍዮ ዝተርኣዮም ሰባት ምእላሽን

ብቅልጡፍ ናብ ቀረበኦም ትካል ጥዕና ምውሳድን
መተሓላለፊ መንገድታት ንፍዮ

• ንፍዮ ዝሓመመ ሰብ እንትስዕልን እንተሀንጥስን ካብ ኣፍ ብዝወፅእ

ነጠብጣብ ኣቢሉ ናብ ጥዑይ ሰብ ይመሓላለፍ።

• ብንፍዮ ዝሓመመ ሰብ ብኢዱ ኣፍንጭኡን ኣፉን ኣብ ዝሕዘሉ እዋን

ብምንኽኻእ እቲ ቫይረስ ናብ ካሊእ ሰብ ይመሓለልፍ እዩ።
መከላኸሊ መንገድታት ሕማም ንፍዮ
መከላኸሊ መንገድታት

o ህፃውንቲ ኣብ 9 ወርሒ፣ ሓደ ዓመትን 3 ወርሕን

ክልተ ግዜ ክታበት ፀረ-ንፍዮ ምኽታብ

o ክታበት ንፍዮ ዘይጀመሩ ወይ ዘቛረፁን ህፃውንቲ ምኽታብ

o ካብ ስዑድ ዓረብ፣ ካልኦት ካብ ትግራይ ወፃኢ ዝመፁ ህፃውንቲ ብዝርዝር ሽም ብምሓዝ

ተኸታቲልካ ክታበት ፀረ-ንፍዮ ምኽታብ።

o ህፃውንቲ በቢ 6 ወርሒ ኣፈላላይ ጠብታ

ቫይታሚን "ኤ" ምሃብ

 ዝቐፀለ………
• ህፃውንቲ ክሳብ 6 ወርሒ ዕድሚኦም ፀባ ጡብ ኣዶ ጥራሕ ምጥባው

• ከባብያውን ውልቃዊውን ፅሬት ምሕላው

 ጉጅለ ዕዮ
• ኣብ ጣብያኽን/ወረዳኽን ኣብዚ ሕዚ እዋን ቀዳምነት ዝውሃቦ ስግኣት ለበዳ ኣይናይ’ዩ?
ተቁ ቀንዲ ስግኣት ለበዳ ስፍሓት ፀገም ዘስዕቦ ሳዕቤን ነቲ ፀገም ናይ ምፍታሕ ንመንግስቲ ኣገዳሲ ፀገም ድምር ንጥቢ
(5) (5) ተኽእልሎ (5) የትሓሳስብዶ? (5) ሕበተሰብ ድዩ? (5) (25)

1
2
3

• መንቀሊ ምኽንያታት እዚ ለበዳ እንታይ ይምስለክን? ተንትና

• ዘለዉ መማረፂ ሜላ/መምሓላለፊ መንገዲ መልእኽቲ እንታይ እዩም?

• ናይዚ ዝተነፀረ ስግኣት ለበዳ ቀንዲ ተበፃሕቲ መልእኽቲ እንመን እዮም?

• ብመንፅር ዝተቐመጠ ፀገም ጥዕና ዕላማ ስርዓተ ርክብ ኣቐምጣ

• ወለዲ ወይ ሓብሐብቲ ክፈልጥዎም ዝግብኣኡ ቁልፊ መልእኽቲ ዘርዝራ

Consider information itself as a key element of protection.
(Sphere standard)
Thank
you