The least common of these is strategic planning, which is illustrated in many of the seventeen chapters of this book. Indeed, there is no better option in health communication than adopting strategic methods that start with planning and end with assessment and evaluation.
About the Authors
She was a researcher and lecturer at the School of Public Health at the University of Massachusetts, Amherst, and is currently a consultant in Bangkok, Thailand. She has been involved in risk and crisis communications and has also taught communications at the College of St.
Strategy: What It Is
According to Tzu, strategy makes all the difference between success and failure and is the essence of life, making it worth studying for individual, organizational and societal success. Although strategy is not an uncommon word, there is little agreement on its precise meaning, and there are few views on how it is used in practice.
Seven Windows on Strategy
Strategy as position One of the results of successful strategizing (whether deliberate planning or emergent patterns) is the close connection that people make between an achieved or realized position and the activities that lead to it. The idea of strategy as a perspective supports the view that strategy is a concept and an abstraction that exists only in the minds of the interested parties.
Conclusion
Strategic Communication Campaigns
Introduction
Therefore, creating effective health communication campaigns requires a thorough understanding of the various media channels available, as well as the issues and appropriate messaging strategies to achieve the best possible results.
Communication Campaigns
The US Advertising Council has influenced generations of Americans with the indelible messages of such public announcements as the American Red Cross' historic campaign to eradicate polio, prevent AIDS, and prevent domestic violence (1994-present).
Health Communication Campaigns
The fight against polio in Nigeria has been conducted through a variety of health campaign approaches, with less than stellar results to show for the enormous effort that has often involved local and international partners working together in comprehensive campaign forms. It helps a lot to have a well-structured and comprehensive campaign plan that builds on a solid structure with the standard steps associated with communication campaigns.
Designing a Health Communication Campaign
The abundance of media available to campaign planners necessitates the development of a media flowchart. The final step in the campaign process is evaluation, which is directly related to the situation analysis, purpose and objectives of the program.
Health Campaign Strategies
Process research evaluates a campaign as it unfolds to ensure that messages and media connect with target audiences (Atkin and Freimuth 2013). Although creating effective health communication campaigns can be challenging, understanding the campaign planning process, health campaign research and theory, and target audience can increase the chances of success.
Urbanization, Population, and Health Myths
Addressing Common Misconceptions with Strategic Health Communication
The myths and propositions presented in this chapter are derived from a review of the literature on urbanization and health communication and an analysis of the communication methods used to address access to and use of health services in urban and rural areas in developing countries. Many examples are taken from the field of sexual and reproductive health, a broad sector of health care in which public communication campaigns play a key role.
Strategic Communication
Social Change: “Social change approaches involve strategies to change societal norms and other environmental factors to bring about behavior or change on a large scale. Strategic communication can be achieved through various methods, ranging from traditional education to entertainment education, multimedia campaigns and social media.
Common Myths and Misperceptions About Urbanization and Strategic Health Communications Opportunities
- Urban growth is fueled by unwanted internal (rural to urban) and international migration, which should be curbed by government policy
- Urban areas provide better access to essential services such as educa- tion and health, and thus have better health indicators than their rural coun-
- Megacities are the sites of most urban growth in the developing world The number and size of megacities, cities of over 10 million people, are
- Poverty is greater in rural areas than in cities, and should thus be the focus of development efforts It is undisputed that the majority of the world’s
- Cities facilitate the spread of the HIV/AIDS epidemic Although cities have elements that facilitate HIV transmission (breakdown of social norms, vul-
- Urban populations have a more damaging impact on the natural envi- ronment than small rural settlements Planned cities have important potential in
As part of the United Nations Urban Management Programme, the city of Blantyre, Malawi has been working to harness urban resources for HIV/AIDS prevention programming. The strategic health communication successes described in this chapter can help guide efforts to make the most of these new perspectives.
Soaps” for Social and Behavioral Change
Role models were used in this program to teach parents about family integration behaviors and family life planning. Behavior models were used in this program to inform rural audiences on how to dispel the myth that adults cannot go back to school.
How the Sabido Methodology Addresses Principles of Strategic Communication
Through formative research conducted during the Sabido-style program design phase, the audience determines the values the program is intended to promote; thus, the audience does not understand the benefits of social and behavioral change, but rather the audience actually dictates the benefits of the values promoted by the program. A technical advisory board is generally established to ensure that the technical content of the program is accurate.
Ethiopia: A Case Study Using the Sabido Methodology for Sexual Health
The cost per person who changed behavior to avoid HIV/AIDS as a result of the same program was 8 US cents (Ryerson 2010). Sabido-style serial dramas are popular because: (1) they are entertaining; (2) address issues of interest to the target audience and (3) reflect real-life situations and lifestyles of target audience members.
How Do Sabido-Style Serial Dramas Achieve Impressive Behavior Change Results?
Extensive formative research is conducted to determine the key issues to be addressed by the serial drama and to gather information about the characteristics, needs and preferences of the target audience. This information is used to design the characters, settings and storylines of the serial drama.
The Sabido Methodology: An Empirical and Reproducible Approach to Entertainment-Education
One of the advantages of using serialized dramas, rather than documentaries or one-episode dramas, is that they allow the audience time to bond with the characters and allow the characters to evolve in their attitudes and behavior at a gradual and believable pace. in response to problems that are well illustrated in the story line. The main principle of the Sabido methodology is that education can be persuasive and that entertainment can be educational.
What Makes Sabido-Style Programs so Different from Other Forms of Entertainment-Education?
Second, the Sabido methodology is based on several communication theories, each of which plays an essential role in the development of a Sabido-style serial drama (see Table 4.1). The application of these theories is critical to the success of the Sabido methodology in achieving behavior change.
Communication Model: Shannon and Weaver 1949
Sabido adapted Shannon and Weaver's linear diagram and formed a communication circle depicting the circular nature of the communication process. In the case of a commercial soap opera on television, the communicator is the producer of a product, the message is.
Dramatic Theory: Bentley 1967
In designing a social content serial drama, Sabido left the communication circuit of a commercial serial drama intact; however, he added a second communicator, a second message, a second recipient, and a second reply. These additions to the communication circuit did not impede the function of the first communicator, who is still the product manufacturer, as shown in Fig.
Archetypes and Stereotypes—Theory of the Collective Unconscious: Jung 1970
Social Learning Theory: Bandura 1977 and Social Cognitive Theory: Bandura 1986
They embody positive and negative behaviors related to the social issues addressed in the serial drama (and are based on Jung's theory of archetypes and stereotypes, described earlier). These transient characters play the lead role in a Sabido-style serial drama and are designed to represent members of the target audience.
Triune Brain Theory: Maclean 1973, and Theory of the Tone: Sabido 2002
Serial dramas in style are one of the most cost-effective communication strategies to motivate behavior change. Serial dramas in style are highly cost effective due to the huge audience they attract and the strong impact they have on the public.
Strategic Health Communication in Urban Settings: A Template for Training Modules
The main topics covered in this chapter were informed—among other things—by a 2009 online survey of “public health and/or health communication professionals from a variety of settings—nonprofits, community organizations, foundations, government agencies and academia". (Schiavo and Ramesh 2010) as well as other published works and the author's own practical and teaching experience in this field.
Key Distinguishing Features of Urban Settings
Implications for Health Communication Interventions and Training Efforts
Yet all these topics should be covered within comprehensive training modules on health communication theory, methods and case studies. Therefore, population density should be explored as one of the topics presented as part of case studies and other relevant sections of training modules and efforts on health communication in urban settings.
Health Communication Training in Urban Settings
For example, population density is a key factor influencing rehospitalization and outcomes for people with severe mental illness (Husted and Jorgens 2000). Due to the limited number of support services and day hospitals, high population density has been associated with recurrence of severe and persistent mental illness (Muijen et al. 1992).
Key Issues and Emerging Trends
While training interventions should be tailored to the specific urban settings and needs of participants, Table 5.1 can serve as preliminary guidance on some of the areas to be covered as part of more comprehensive training interventions and modules on health communication in urban settings. For example, in a 2009 survey of public health and health communication professionals working or planning to work in strategic health communication in urban settings, “94% of respondents” preferred “in-person interactive training, and 69% preferred a mentoring program (which can include in-person or online training followed by periodic refresher sessions and follow-up during the first 6 months to 1 year after training).
Summary
Several studies and organizations are in the process of analyzing the effectiveness and appropriateness of trainings based on new media (for example, webinars and online courses) for different target groups. While conclusive evidence may not be available for health communication training, results from other types of training (such as research update courses) "suggest that online and face-to-face courses can be equally effective in providing professional development materials." (Dillon et al. 2008).
Risk, Crisis, and Emergency Communication in Developing Countries: Identifying the Needs of
Crisis Communication
It begins by outlining what is known from previous research about the psychological responses to distress messages that are ideal in inducing effective remedial and prosocial behavior on the part of those affected by a crisis or disaster. The chapter then goes on to examine challenges to emergency management that can be expected in urban audiences in sub-Saharan Africa, the Caribbean and Southeast Asia, with particular emphasis on the challenges posed by urban conditions in developing countries.
Risk and Crisis Communication
Acquiring information triggers several repair processes (Seeger et al. 2003), one of which is observing how others behave in a situation; essentially, it is a type of learning or that provides the ability to take action and fosters a sense of empowerment and control. Indeed, research has shown empirical evidence of increased reliance on media in crisis situations and that increased reliance is closely related to changes in attitudes and behavior following a crisis event (Hirschburg et al. 1987; Loges 1994).
Ethnicity and Responses to Mediated Warnings
While the Internet may be widespread and well-utilized in developing countries, access can be limited by widespread poverty, language barriers, and the deficient communications infrastructure often associated with congested urban areas. A traceable relationship between access to relevant crisis messages and socio-economic status may be an indicator of knowledge gap processes.
Sub-Saharan Africa, the Caribbean, and Southeast Asia
Given well-documented stories of the vulnerable populations endemic to urbanization in the developing world, including the elderly and urban poor, the consequences of these differences may be even worse in an international context. Compounding these problems, we find a general lack of understanding and awareness among the general public in many Caribbean countries; there is an almost complete absence of risk reduction training in the formal education systems of these nations (Clerveaux 2009).
Consequences of Failing to Consider Audience Diversity
Individuals affected by the strife were well informed, as was the rest of the world that embraced global media. If people are responding negatively due to a lack of information about the risk, then they need to be provided with additional information about the nature and extent of the crisis.
Conclusions
It would be unwise to expect new media technologies to be reliable means of communication during crises in the developing world. Communication in the management of uncertainty: The case of persons living with HIV or AIDS.
Strategic Health Communication for Cancer Prevention
Breast cancer represents the most common site of cancer diagnosed in South Africa (American Cancer Society 2011a, b). Additionally, the South African Department of Health provides information online about breast cancer screening recommendations.
Strategic Health Communication
This chapter discusses how strategic communication goes beyond information, education and communication (IEC) and behavior change communication (BCC) to catalyze the reproductive health of urban slum women through an integrated approach of community mobilization, interpersonal communication and raising women's capacities.
Women in Urban Slums
At the same time, women in a number of households living in urban slums are forced to rely on traditional smoked fuels for cooking. In most cities, household water supply does not exceed an average of 4 hours per day, and there is an acute water shortage in urban slums.
IEC for Health Communication
Lack of water leads to poor hygienic conditions, especially among women who are of reproductive age and menstruate. Women and children are particularly vulnerable to disease due to poor sanitation and insufficient water to manage personal hygiene and health care (Rao and Somayajulu 2004).
Behavior Change Communication
Strategic health communication can lead to significant changes in the health-seeking behavior of the target population. The majority of slum women (91%) had three or more antenatal examinations in the intensive area compared to half of the women in the non-intensive area.
Policy Implications
Strategic health communication can empower women in slums and the community to participate in health care decisions. Behavior change communication for women's empowerment: experiences from the AP Urban Slum Health Care Project.
Integrating HIV/FP Programs: Opportunities for Strategic Communication
Schloss (2008) found that theory and research related to strategic communication is not being applied to the health care field in relation to organizational public relations and marketing efforts, as well as practitioner practices. While these may be specific to a particular case or situation, there is potential in developing and recognizing opportunities on a large scale in relation to the health care field.
Strategic Communication: Strategies and tactics
Strategic communication broadly refers to communication efforts based on a solid planning process, but can relate more specifically to organizational or interpersonal communication efforts. Strategic communication is a process that is rooted in planning and strategies are developed based on foundational elements of the plan (situational analysis, formal and informational research, audience analysis, etc.).
A Case for Strategic Communication: Family Planning and HIV Service Integration
Three models of integrated HIV and family planning services were included in the study: family planning in HIV counseling and testing (FP in HIV), family planning in HIV care and treatment services (FP in C&Tx), and HIV services (especially HCT) in family planning (HCT in FP). In the context of a supportive, comfortable environment, screening questions to determine the need for family planning typically follow a basic logic: Are you sexually active.
Opportunities for Strategic Health Communication
If condom use is to be a cornerstone of risk reduction, an honest debate must take place to develop strategies to destigmatize condom use (and especially the age-old notion that condoms are stop-gap measures and best for short-term relationships) among HIV-negative women. Screening efforts must be increased to improve the provision of family planning advice and methods.
Conclusions and Recommendations
Public relations evaluation: A best practice guide to public relations planning, research and evaluation (2nd ed.).
Communicating for Action: Tackling Health Inequity in Urban Areas
Urban Health Is Threatened by Inequities
Most obviously, the consequences of poverty and poor health, including mental health, are contagious in the urban environment. Ill health, including mental health, is one of the most visible and measurable expressions of urban harm.
Tools to Assist Policy-Makers Reduce Urban Health Inequity
Urban Audit provides European statistics for 357 cities in 27 European countries (Urban Audit, http://www.urbanaudit.org/index.aspx). Urban Info was developed as an initiative of the Global Urban Observatory (GUO) of UN-HABITAT (Urban Info, http://www.devinfo.info/urbaninfo/).
A Global Strategy to Tackle Health Inequities
It seeks to increase knowledge about the problems facing large cities and to encourage dialogue leading to healthier urban populations (Large City Health Inventory, http://www.naccho.org/; Benbow et al. 1998). Above all, the Commission recognized the importance of the urban environment as a determinant of health.
A Tool to Tackle to Urban Health Inequities: Urban HEART
10.2 we can see the results of the nine districts of Ulaanbaatar (bars) across 12 selected indicators for illustration (of the 42 collected). Interventions were selected to address disparities in each of the four domains described in Urban HEART.
Conclusions: Key Elements for Strategic Communication to Tackle Health Inequities in Urban Settings
Nevertheless, omitting the governance dimension may jeopardize a deeper understanding of the roots of health inequalities and obscure the process of choosing the right intervention. For example, one city that piloted Urban HEART has made the use of the tool mandatory by ordinance.
Beyond Thinking and Planning Strategically to Improve Urban Residents’ Health
First, it presents an overview of the dominant theories of health communication commonly used in health delivery in sub-Saharan Africa, noting that while they encourage public participation, they still fall short of creating a very symmetrical necessary. , which encourages negotiations that affect the care patients receive and the decision-making processes between the public (as recipients of health services) and organizations (as providers of health care). In fulfilling the above goals, then, this chapter expands our conversation on the intersection between health communication theories and emerging perspectives on communicative action for the effective delivery of health services in urban areas, particularly those in sub-Saharan Africa, where culturally endogenous practices largely determine the effectiveness of health communication.
Dominant Health-Communication Theories
One approach that has been offered in urban South Africa is negotiation through communication, whereby patients bargain for much-needed care by being active players in the health care system and maintaining their dignity and self-esteem (Schneider et al. 2010).
A Theoretical Complement to Dominant Theoretical Perspectives
It is also important to note that the conversations must take place in the dominant local language – the language medium – made possible by the performative attitude of the participants and the skills of "language mixing". This means code-switching and borrowing justified by different languages and dialects in even small geographical areas and by the geographical mobility that occurs in an age of increasing cosmopolitanism – even in rural African areas. This requires the participation of initial actors who are skilled in using different languages in the same conversation to coordinate action.
Illustrating Communicative Action—As a Field Guide
And it is also important to note that conversations must take place in the dominant local language – the linguistic medium – made possible by the participants' performative attitude and skills in "language mixing". Speaker, implying a valid claim on the subjective truthfulness and sincerity of a speaker's symbolic expression: I believe that the nutritional health of our children is among the lowest in the world, putting the future of our entire population at risk of more serious economic challenges in the following year.
Assessing Outcomes of Health Campaigns
Audience Member B: No, it's not the children; it is the well-being of the entire community that is at stake here. When consensus cannot be reached, the alternative is to act strategically.) Speaker, implying a validity claim to normative correctness: measures must be taken to control child malnutrition.
Four Propositions for Health-Communication Research
First, parents and caregivers of children at risk of malnutrition can engage in communicative action as partners in "interactions in which all participants harmonize their individual plans of action with each other and thus pursue their illocutionary goals without reserve..." (Habermas 1984 , p. 294). The current dominant theories of health communication have proven feasible to help improve the nutritional status of Africa's children.
Health Communication Strategies for Sustainable Development
Interconnected Discourses: Health, Health Communication, Development, Sustainability, and Globalization
This means that they believe in the individual's ability to pay for the quality of his or her health care services. However, the American healthcare system cannot be considered adequate in the European Union because Europeans believe that healthcare should be accessible and affordable for both rich and poor people.
The Conventional Health Communication
Approach—Social Marketing: Using Mass Media and/or Interpersonal Communication
And it is in the process of interpersonal communication (through opinion leaders, gatekeepers and/or change agents) that people's concerns are identified, issues are discussed and decisions to adopt or not to adopt are reached through interactive processes. It is through such interactive processes that public pressure and demand are developed to influence politicians.
Conventional Media Advocacy
Similar phase theories of behavior change have been proposed for health behavior communication and attitude change (for reviews, see Sallis et al.). Therefore, the general conclusion of this line of thought is that mass communication is less likely than personal influence. a direct effect on attitude and behavior change.
Social Mobilization for Health Communication Community-Served Communication Advocacy
Participatory communication can be distinguished in two discourses: the Freirian approach which emphasizes dialogic communication, and the UNESCO approach which is more pragmatic and strategic. It is more focused on listening and collaboration rather than telling people what to do.
Globalization, Urbanization, and Sustainable Development
In the United States, there remains a large gap in the level of development according to ethnic groups. One explanation for this is that the other ethnic groups have no inheritance or accumulation of assets because African Americans started out as slaves in the agricultural areas of the southern United States and Hispanics arrived as cheap labor migrants.
Development and Health Strategies
In other words, they would consider a holistic framework for health communication by advocating for a participatory communication process to empower the people in the community. They would not only evaluate the change of the individual KAP, but they would also evaluate the change at the community level.
Health Communication Strategies for Sustainable Development
Therefore, political systems contain processes that are dialectical in nature, which means that the objective and subjective dimensions of the policy-making process are inseparable in practice. Political analysts are no less than other political actors both creators and products of political systems.
Challenges for the Future
The discussion on monitoring and evaluation has also drawn more attention to the issue of indicators in health communication. Without a strong commitment in this area, little long-term progress can be made in expanding the role of health communication in addressing the public health challenges of the twenty-first century.
Urbanization and Strategic Health Communication in India
For example, in the Indian metropolis of Delhi, about 22 million people live in an area of 750 square miles with a density of 30,400, compared to Tokyo, where more than 37 million people live in an area of 3,300 square miles. miles and a density of 11,300 (Cox 2013). This chapter provides an overview of global urbanization and examines the potential of theory-based strategic health communication to address urban public health issues in India.
Global Urbanization
Urbanization in the Indian Context
Other factors not listed in the definition include population density and specific urban characteristics (Haub 2009). The difficult living conditions in slums highlight the urgent need to focus attention on the health needs of poor cities.
Urban Health Disparities
A strategic health communication perspective can be used to further define two main and closely related target groups: the public and stakeholders. Therefore, the strategic health communication framework approach examines planned behavioral change programs from three perspectives: (a) source/.
Stakeholder Theoretical Perspective
Thus, while strategic health communication is goal-oriented, as a public relations function it productively integrates programmatic elements of the design, channel, and message selection of health communication interventions, with involvement of all key stakeholder groups and affected audiences. PR theory can provide a useful basis for conceiving, designing and implementing strategic health communication interventions to address public health issues in India (see also Toth 2006).
Situational Theory of Publics
Clearly, if the particular issue or message is perceived to be of great importance to the person, that person will be more likely to consider and understand it. The theory is particularly relevant for messages that are perceived to be of great importance to the target audience, who are then more likely to recognize the problem and seek information on it.
Strategic Health Communication in Urban Contexts in India
The third factor in the theory, involvement, is a key concept for many theories and has been used in research on health communication campaigns, persuasion and public relations (Chaffee and Roser 1986; Grunig and Hunt 1984). The following section further discusses the applicability of strategic health communication interventions in the HIV/AIDS domain in India.
Strategic Health Communication in HIV/AIDS Interventions
Today, this is believed to be the only feasible approach to HIV/AIDS prevention programs for large countries like India. Several Indian states, such as Tamil Nadu, and several NGOs, including FXB India Suraksha, have used Nai's (an Indian word for barbers) as local opinion leaders in a novel way to break the silence about HIV/AIDS.
Future Landscape of Strategic Health Communication in HIV/AIDS
A policy change like this goes a long way in changing the future landscape of HIV/AIDS. By illustrating the utility of two public relations theories in the context of HIV/AIDS in India, this chapter highlights that to be effective in raising awareness, educating the target population and ultimately changing their behaviour, strategic health communication must performed within the particular cultural context. of stakeholders and target audiences.
Urban Health Communication Strategy of Pro-Poor Growth for Sustained Improvement
Given the rather limited success achieved by the "growth-first" paradigm that has so far attempted to ensure poverty-focused, inclusive and equitable development, this chapter suggests policy revisions and institutional reforms needed to link pro-poor growth as the broad-based urban health communication strategy to face many difficult challenges arising from globalization on both external and domestic fronts to achieve sustained improvements in health, rapid growth and sustained poverty reduction in the countries of the South Asian region. The main topics covered in the analytical framework include: conceptualizing the concept of urban health and the pro-poor growth thesis; review of the current growth-poverty-health nexus, focusing on the results achieved and the constraints faced.
Urban Health and Pro-Poor Growth: The Concepts and Challenges
In the current literature, two different approaches to the meaning of "pro-poor growth" can be observed in the broadest sense. Second, growth is considered pro-poor when it helps accelerate the rate of income growth of the poor and thus the rate of poverty reduction (Ravallion 2004).
Challenges to Sustained Improvement in Health and Sustained Growth in South Asia
Infant and Child Mortality The infant and child mortality rate, which also represents a severe form of deprivation, is also one of the highest (62 per 1,000 live births in 2004) in the region. South Asia still accounts for a third of global mortality among children under five (UNDP 2006).
Policy Revisions and Institutional Reforms for Pro-Poor Growth for Sustained Improvement in Health
In addition, many of the urban poor live in shantytowns and/or backward and remote areas characterized by a lack of adequate housing, water, sanitation, security, access to health services, education, employment and income opportunities, and environmental degradation. As a result, these vulnerable and socially disadvantaged urban poor people face a greater burden of disease.
Therefore, certain subpopulations experience poorer health with limited or no access to health care compared to other populations in South Asia. For faster and broader support to the poor, appropriate policy changes and desirable institutional adaptation are therefore necessary.
Pathways to Accelerate Urban Health Communication Strategy of Pro-Poor Growth for Sustained Improvement
The policy consensus, then, is that sustained health improvements and faster and sustained poverty reduction require an urban health communications strategy that focuses on pro-poor growth, which is a growth rate and pattern that increases the capacity of the poor to participate in, contribute to and benefit from growth. The vision of the urban health communications strategy of pro-poor growth is to empower South Asian governments, policy makers, communities and households to act, communicate and lead together so that the countries in the region ultimately have the ability to achieve sustainable improvements. - improving health care, rapid growth and sustainable poverty reduction.
The Role of Sports in Strategic Health Promotion
Background of the Mathare Youth Sports Association
