The US Agency for International Development (AID) has supported a 14-year research and development programme - the HEALTHCOM Project - to understand the role of communication and marketing in public health.
|Title||Results and realities : a decade of experience in communication for child survival : a summary report of the communication for child survival or HEALTHCOM project|
|Year of Publication||1992|
|Pagination||29 p.: 8 fig., 1 tab., map, photogr.|
|Publisher||Academy for Educational Development|
|Place Published||Washington, DC, USA|
|Keywords||behaviour, cab92/3, child health, communication, diarrhoeal diseases, disease control, ecuador, health education, honduras, immunization, indonesia, institutional framework, jordan, lesotho, methodology, partnerships, philippines|
The US Agency for International Development (AID) has supported a 14-year research and development programme - the HEALTHCOM Project - to understand the role of communication and marketing in public health. The programme assisted child survival efforts in 35 countries and collected large data sets in ten. Some of the lessons learned were: a. A six-month nationwide urban communication campaign raised measles coverage rates from 33-56 per cent and full immunization rates from 54-68 per cent in the Philippines; b. A communication campaign in Jordan contributed to an increase from 38-56 per cent of mothers who initiated breastfeeding within six hours of their child's birth; c. In Ecuador, immunization rates were greatly improved as a result of a combined service delivery/communication approach, whereas the use of oral rehydration salts (ORS) was improved only temporarily by communication because of a lack of ORS supply; d. In Lesotho, radio messages on oral rehydration therapy (ORT) contributed significantly to increases in diarrhoea cases treated at all (from 58-75 per cent) and cases treated in the home (from 48-72 per cent). These programmes were part of collaborative efforts between public and private sector organizations. Partnerships among donors, local health officials, and community networks were found to be vital to the success of behaviour change activities. The report shows how a systematic focus on caretakers and their perspective improves service delivery.
|Custom 1||130, 144|