DOCSLIB.ORG

Communicating Sanitation to the Rural Massesii’

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Communicating Sanitation to the Rural Massesii’ CENTRE FOR RURAL INFRASTRUCTURE, NIRD&PR, HYDERABAD Behavioural and Social Change Communication A Companion to the Facilitators of Swachh Bharat Mission R Ramesh P SivaRam January 2015 The purpose of IEC (Information, Education, Communication), especially in the sanitation sector is behavioral change – change in favour of constructing and using toilets; and the rest shall follow. Mechanical lineup of IEC tools without an understanding of behavioural change dimensions renders it hollow. This handbook shows how development practitioners need to connect themselves to the context; design messages that are grounded; and deliver messages that result in desired behavioural and social change. It refers to, and draws ideas from trans-theoretical model (TTM) on stages of behavioural change, to put across how TTM can be beneficially used for collective behavioural change in favour of rural sanitation promotion. CONTENTS Preface Foreword I India’s Sanitation Challenge . Introduction II Understanding Resistance to Change . Tell me: why? . Resistance to Change . Understanding Resistance to Change . The Source of Resistance . How to deal with Resistance? . The Inflexible Communicators . Perception and Negativity . Tit-bits III Information, Education and Communication . Strategies that work . What is the difference between IEC and BCC? . Information . Education . Communication . Strategies for Failure . Knowing is one, Practicing is entirely another . What is Behavioural Change Communication? . Interpersonal Communication for Sanitation Promotion . Two other elements (Social Mobilization and Advocacy) . Sanitation Behaviour . Five things to remember IV Social and Behavioural Change Communication . One Initiative; Two Perceptions . BCC Theories and Tools, and how they can work in sanitation promotion . Behaviour Adoption Curve . Narrative Patterns for different aims . Trans-theoretical (Stages of Change) Model (TTM) . Modified TTM for Sanitation Promotion (M double-T M) . How long is a piece of String? . Socio-Ecological Model for Change 1 . Breaking the Resistance to Change . Nurturing Social Norms in favour of Sanitation . How they did it? . Good Health Communication . Mobile phone is on the priority of the people, but toilet is not. Why? V Social Marketing Strategies for Sanitation Promotion . Social Marketing . Marketing Sanitation . Positioning Statements . Brand Building – Using Gandhi as a brand . Creating a ‘product brand’ platform . Menu of Ideas that Sell . Mission Swachh Bharat: Possible . The bottom-line in our brand ‘Gandhiji’ References 2 List of Abbreviations and Acronyms Used BDO : Block Development Office BPL : Below Poverty Line CRSP : Central Rural Sanitation Programme DRDA : District Rural Development Agency GoI : Government of India NBA : Nirmal Bharat Abhiyan IAC : Innovation Adoption Curve IEC : Information, Education, Communication NRDWP : National Rural Drinking Water Programme NSSO : National Sample Survey Organisation MDWS : Ministry of Drinking Water and Sanitation MoRD : Ministry of Rural Development ODF : Open Defecation Free PHED : Public Health Engineering Department SBA : Swachh Bharat Abhiyan SBCC : Social and Behavioural Change Communication SBM : Swachh Bharat Mission TTM : Trans-theoretical (Stages of Change) Model TSC : Total Sanitation Campaign 3 Preface In response to the Prime Minister of India’s call for Swachh Bharat, we, at the NIRD-PR, set out to do up and refresh our handbook on ‘behavioural and social change communication To introduce a for promotion of rural sanitation’. The idea was to prepare a 20-page handbook that will give a credibly good swarm of bees in understanding of rural mindset; factors recognized as mind- blocks; tools some of the popular behavioural theorists the ears of rural suggest to break the mental conditioning of the rural people in people that keep order to be able to convince the rural people in favour of constructing and using toilets and so on. As we started buzzing until collecting materials for reference we found it was going unstoppable. We found ourselves inescapable from this they stop the exercise. Two things dawn on us. (1) There is no dearth of habit of literature or knowledge in development communication – be it diseases caused by poor sanitary conditions or technological defecating in the choices ranging from as low as $ 1.25 per toilet; (2) open Practitioners need ‘ideas and tools’ to work with – not theories as such, as if to pass an academic examination, which is the focus of the some of the handbooks we came across. Health Communicators / Development practitioners involved in sanitation promotion need ideas, strategies and tit-bits that can serve as practically useful tools. Such ideas and tools should come in handy to introduce a swarm of bees in the ears of rural people that keep buzzing until they stop the habit of defecating in the open. A communicator, when s/he communicates about sanitation, must be able to make out and take in what’s going on inside the mind of a villager; a 4 communicator needs to know if s/he is making progress or is being viewed like a record stuck in a scratched groove, playing the same tired refrain over and over again. A communicator Application in a practical situation is the focus of this handbook, and not to prepare the health educator on some needs to know if abstract concepts in social psychology. For this to really s/he is making happen, the readers must take a break in-between and get down to doing mental rehearsals, with their eyes closed. progress or being viewed like a Our purpose of IEC (Information, Education, Communication), especially in the sanitation sector is record stuck in a behavioral change – change in favour of constructing and using toilets; and the rest shall follow. When we find half of scratched groove, India’s population still defecates in the open, we tend to ask playing the same ourselves if we are mechanically lining up our IEC tools - one after the other or one over the other - without paying tired refrain over sufficient attention on the behavioural change dimension. If and over again. we did that, for sure, it tends to render our IEC activities hallow, ineffective and unproductive. This Companion to Health Communicators shows how development practitioners need to connect themselves to the context; design messages that are grounded; and deliver messages that result in desired behaviour and social change. It refers to resistance to change, and draws ideas from a host of theoretical strands in social psychology to put across how these theories inform development practice, and how they can be effectively used for collective behavioural change in favour of rural sanitation promotion. 5 Although it has come on your hand in print form, we consider this a work-in-progress. We keep working on amplifying ‘the bee buzz’. This handbook while it is still a work-in-progress We tend to ask has reached your hands for you to use and give us ideas ‘how ourselves if we to amplify the buzzer’. We are set out to work with mind-sets – of our own and others. So, there is no saying: ‘there can be are mechanically no two ways of doing it’. It is possible, the health educators can draw ideas from this handbook and improvise / adapt to lining up our your requirements. Our purpose is making your IEC tools for IEC tools - one sanitation promotion effective, and your public communication campaigns result-oriented. Our mission is after the other or ‘Swachh Bharat’. Let us together make a clean, green and one over the other beautiful India. - without paying R Ramesh P SivaRam sufficient November 2014 (Revised Jan 2015) attention on the behavioural change dimension. 6 Acknowledgements The irony about writing is that it is very much demanding, while at the same time energizing, instead of making you feel tired. While you have set pen to paper, there are plenty of authors you interact with through their books and works. While interacting with them (in their absence) you admire them, envy them of the We need to brilliant work they have done; and also when you come across an idea that is impracticable you can easily disagree with them acknowledge or skip over without hurting. We need to acknowledge many many such such people for their admirable contribution to the literature and tools that served as base for this work. people for their Since this handbook is meant to contribute to a great social admirable cause, we have very liberally drawn from the works of several institutions, and authors such as UNICEF, WSP, including contribution to documents from the Ministry of Drinking Water and Sanitation. the literature and We have tried to cite the source of the materials as meticulously as possible. Where we have not given, it is perhaps a mistake, tools that served which if pointed out, we shall happily rectify when it goes as second-revised version for print. as base for this We profusely thank Dr M V Rao I.A.S, Director General of work NIRD-PR for the confidence he has instilled in us to take up any good work that is useful to our trainees, the community, and to contribute to the mission of the MoRD. Many thanks to Dr Sonal Mober, Assistant Professor at NIRD-NERC-Guwahati for she gave a meticulous reading of the manuscript. We are happy to dedicate this handbook to all the participants of our training programs in NIRD-PR, and outside, for we have learnt a great deal interacting with them, and through their honest feedback. R Ramesh / P SivaRam 7 8 SECTION – 1 India’s Sanitation Challenge Introduction Rural sanitation promotion is one of the mammoth challenges that India faces today. It is estimated that nearly half of the population of this country is still ‘doing it in the open’. Another matter of serious concern related to this issue is a Perhaps, every little over 20 percent of the toilets constructed are reported to be not in use (Government of India, 2013). First government one of them grants for sanitation facilities were made available to local thinks that ‘this bodies in 1912, and later it got delegated to provincial governments in 1919.
Load more

Recommended publications
  • Theory at a Glance Was Published
    Theory Glance at a A Guide For Health Promotion Practice (Second Edition) U.S. DEPARTMENT OF HEALTH AND HUMAN SERVICES National Institutes of Health Foreword decade ago, the first edition of Theory at a Glance was published. The guide was a welcome resource for public health practitioners seeking a single, concise summary of health behavior theories that was neither overwhelming nor superficial. As a government publication in the public domain, it also provided cash-strapped Ahealth departments with access to a seminal integration of scholarly work that was useful to program staff, interns, and directors alike. Although they were not the primary target audience, members of the public health research community also utilized Theory at a Glance, both as a quick desk reference and as a primer for their students. The National Cancer Institute is pleased to sponsor the publication of this guide, but its relevance is by no means limited to cancer prevention and control. The principles described herein can serve as frameworks for many domains of public health intervention, complementing focused evidence reviews such as Centers for Disease Control and Prevention’s Guide to Community Preventive Services. This report also complements a number of other efforts by NCI and our federal partners to facilitate more rigorous testing and application of health behavior theories through training workshops and the development of new Web-based resources. One reason theory is so useful is that it helps us articulate assumptions and hypotheses concerning our strategies and targets of intervention. Debates among policymakers concerning public health programs are often complicated by unspoken assumptions or confusion about which data are relevant.
    [Show full text]
  • CIOMS Guide to Vaccine Safety Communication
    2018 CIOMS Guide to Vaccine Safety Communication Report by Topic Group 3 of the CIOMS Working Group on Vaccine Safety Council for International Organizations of CIOMS Guide to Vaccine Safety Communication CIOMS Guide to Vaccine Medical Sciences (CIOMS) Geneva, Switzerland 2018 CIOMS CIOMS Guide to Vaccine Safety Communication Report by Topic Group 3 of the CIOMS Working Group on Vaccine Safety Council for International Organizations of Medical Sciences (CIOMS) Geneva,Geneva Switzerland 2014 2018 Copyright © 2018 by the Council for International Organizations of Medical Sciences (CIOMS) ISBN: 978-92-9036091-9 All rights reserved. CIOMS publications may be obtained directly from CIOMS using its website e-shop module at https://cioms.ch/shop/. Further information can be obtained from CIOMS P.O. Box 2100, CH-1211 Geneva 2, Switzerland, tel.: +41 22 791 6497, www.cioms.ch, e-mail: [email protected]. CIOMS publications are also available through the World Health Organization, WHO Press, 20 Avenue Appia, CH-1211 Geneva 27, Switzerland. Citations: CIOMS Guide to vaccine safety communication. Report by topic group 3 of the CIOMS Working Group on Vaccine Safety. Geneva, Switzerland: Council for International Organizations of Medical Sciences (CIOMS), 2018. Note on style: This publication uses the World Health Organization’s WHO style guide, 2nd Edition, 2013 (WHO/ KMS/WHP/13.1) wherever possible for spelling, punctuation, terminology and formatting which combines British and American English conventions. Disclaimer: The authors alone are responsible for the views expressed in this publication and those views do not necessarily represent the decisions, policies or views of their respective institutions or companies.
    [Show full text]
  • Diffusion of Innovations in Service Organizations: Systematic Review and Recommendations
    Diffusion of Innovations in Service Organizations: Systematic Review and Recommendations TRISHA GREENHALGH, GLENN ROBERT, FRASER MACFARLANE∗,PAULBATE, and OLIVIA KYRIAKIDOU∗ University College London; ∗University of Surrey This article summarizes an extensive literature review addressing the question, How can we spread and sustain innovations in health service delivery and or- ganization? It considers both content (defining and measuring the diffusion of innovation in organizations) and process (reviewing the literature in a sys- tematic and reproducible way). This article discusses (1) a parsimonious and evidence-based model for considering the diffusion of innovations in health service organizations, (2) clear knowledge gaps where further research should be focused, and (3) a robust and transferable methodology for systematically re- viewing health service policy and management. Both the model and the method should be tested more widely in a range of contexts. Key Words: Diffusion of innovation, systematic review, implementation. his article summarizes the findings of a systematic literature review of the diffusion of service inno- T vations. The United Kingdom Department of Health explic- itly commissioned this work, which was carried out between October 2002 and December 2003, for its National Health Service’s exten- sive modernization agenda (UK Department of Health 2001). Our review, which supplements and extends previous overviews and meta- analyses (Damanpour 1991, 1992, 1996; Granados et al. 1997; Meyers, Sivakumar, and Nakata 1999; Rogers 1995; Tornatsky and Klein 1982; Address correspondence to: Trisha Greenhalgh, University College London, Room 403, Holborn Union Building, Highgate Hill, London N19 5LW, United Kingdom (e-mail: [email protected]). The Milbank Quarterly, Vol.
    [Show full text]
  • Communicating the Risks of Urban Air Pollution to the Public. a Study of Urban Air Pollution Information Services
    Rev. Int. Contam. Ambie. 31 (4) 361-375, 2015 COMMUNICATING THE RISKS OF URBAN AIR POLLUTION TO THE PUBLIC. A STUDY OF URBAN AIR POLLUTION INFORMATION SERVICES Christian OLTRA* and Roser SALA Centro de Investigación Sociotécnica, Departamento de Medio Ambiente, Centro de Investigaciones Energéticas, Medioambientales y Tecnológicas (CIEMAT). Gran Vía de las Cortes Catalanas 604, Barcelona, España, 08007 *Corresponding author: [email protected] (Received September 2014; accepted April 2015) Key words: air quality, risk communication ABSTRACT Communicating to the public about urban air pollution is a complex task. It requires careful consideration of the goals and objectives of the communication, the target audience, the type of information and the messages to be conveyed, and the vehicles through which the message will be delivered. This complexity increases when the goal of communication is not only making information about air pollution available to the public, but also to promote socially beneficial changes in the behavior of various social groups. In order to understand in greater depth the challenges of communicating dif- ferent air pollution issues, we evaluated the public air pollution information services provided by public information services in four Spanish cities, based on interviews with experts and a documentary analysis. We identified the main features in terms of five dimensions (goals of communication, type of information, communication mechanisms, intended audience and intended effects), then we explored the limitations of these information systems, and analyze the beliefs and assumptions of the experts concerning communicating with the public. We recommend that air quality manage- ment planners assess their opportunities to foster both a broader public engagement and behavioral modifications in a way that complements and extends current structural and informational interventions.
    [Show full text]
  • Communication As an Essential Component of Environmental Health Science
    AdVANcEmENtAd VAN c E m EN t of tHEt HE PRACTICE DIRECT FROM CDC ENVIRONMENTAL HEALTH SERVICES BRANCH Communication as an Essential Component of Environmental Health Science Ricardo R. Beato, Jana Telfer, MS MA and community health decisions. The use of Editor's Note: This is the first of two columns this month about the research adds scientific rigor to health commu­ Environmental Health Training in Emergency Response (EHTER) Awareness nication planning and implementation. Health Level course. NEHA strives to provide up-to-date and relevant information communication professionals are uniquely trained and qualified to conduct communica­ on environmental health and to build partnerships in the profession. In tion research, develop effective and duplicable pursuit of these goals, we feature a column from the Environmental Health health promotion strategies and campaigns, Services Branch (EHSB) of the Centers for Disease Control and Prevention and evaluate communication effectiveness. (CDC) in every issue of the Journal. The U.S. Department of Health and Human Services (HHS) included health communica­ In this column, EHSB and guest authors from across CDC will highlight a tion science among the Healthy People 2010 variety of concerns, opportunities, challenges, and successes that we all share objectives. HHS states that during the first de­ in environmental public health. EHSB’s objective is to strengthen the role of cade of the 21st century, health communication state, local, and national environmental health programs and professionals has been an essential contributor to improved to anticipate, identify, and respond to adverse environmental exposures and personal and community health. Public health professionals must continue to build an acces­ the consequences of these exposures for human health.
    [Show full text]
  • Journal of Health Communication: International Perspectives JHC Facts
    Journal of Health Communication: International Perspectives JHC Facts • Founded in 1996 by Scott C. Ratzan • Published 12x/year with 2-3 supplemental issues each year. • Over 500 submissions in 2014 • Less than 20% acceptance rate. 2013 Journal Citations Report® ranks Journal of Health Communication 9th out of 74 in the Communication (social science) and 14th out of 83 in Information Science & Library Science (social science) categories with an Impact Factor of 1.869. 2013 Five-Year Impact Factor: 2.355 All figures ©2014 Thomson Reuters, 2013 Journal Citation Reports® Journal Scope Journal of Health Communication: International Perspectives is the leading journal covering the full breadth of a field that focuses on the communication of health information globally. Articles feature research on: • Developments in the field of health communication; • New media, m-health and interactive health communication; • Health Literacy; • Social marketing; • Global Health; • Shared decision making and ethics; • Interpersonal and mass media communication; • Advances in health diplomacy policy and education; • Government, civil society and multi-stakeholder initiatives; • Public Private partnerships and • Public Health campaigns. Peer Review Process • Every paper receives an internal review • If selected for outside peer review paper is assigned to two peer reviewers (minimum) • Review period after internal review is approximately 4-6 weeks. • Editorial Board: we have 57 active members who also serve as reviewers • Authors are asked to suggest two peer reviewers. These should not be friends or close colleagues. Global Health Communication • New Open Access Journal, starts publishing in 2015. APC will apply. • GHC is the first online journal to focus solely on global health communication.
    [Show full text]
  • Behavioral Science & Health Communication Concentration
    Behavioral Science & Health Communication Concentration Accelerated MPH Three Semester Plan/Fall Start (Elective choices: 3 credits concentration electives and 6 credits general MPH electives) Fall (13.5 credits) Credits HCOM 548: Applications of Communication Theory 3 PH 201: Principles of Epidemiology 3 PH 205: Principles of Biostatistics 3 PH 289: Introduction to Building Healthy Communities 3 Elective 1.5 Spring (15 credits) HCOM 522: Changing Health Behaviors 3 HCOM 549: Media Strategies for the Health Professional 3 PH 285: Evaluation of Health Programs 3 PH 301: ALE Planning 1.5 Electives 4.5 Summer (13.5 credits) PH 204: Occupational and Environmental Health 3 PH 215: Public Health and Healthcare 3 PH 216: Health Care Organization 3 PH 302: ALE Implementation 1.5 Electives 3 42 Three Semester Plan/Summer Start (Elective choices: 3 credits concentration electives and 6 credits general MPH electives) Summer (13.5 credits) Credits HCOM 522: Changing Health Behaviors 3 PH 201: Principles of Epidemiology 3 PH 215: Public Health and Healthcare 3 PH 216: Health Care organization 3 Elective 1.5 Fall (15 credits) HCOM 548: Applications of Communication Theory 3 PH 205: Principles of Biostatistics 3 PH 285: Evaluation of Health Programs 3 PH 289: Introduction to Building Healthy Communities 3 PH 301: ALE planning 1.5 Elective 1.5 Spring (13.5 credits) HCOM 549: Media Strategies for the Health Professional 3 PH 204: Occupational and Environmental Health 3 PH 302: ALE Implementation 1.5 Electives 6 42 April 13, 2018 Three Semester Plan/Spring
    [Show full text]
  • Crisis Communication Related to Vaccine Safety: Technical Guidance
    Crisis communication related to vaccine safety: Technical guidance All good responses to a crisis begin with good preparation 2 Crisis communication related to vaccine safety: Technical guidance All good responses to a crisis begin with good preparation Washington, D.C. 2021 Crisis communication related to vaccine safety: technical guidance © Pan American Health Organization, 2021 ISBN: 978-92-75-12313-3 (Print) ISBN: 978-92-75-12312-6 (PDF) Some rights reserved. This work is available under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 IGO license (CC BY-NC-SA 3.0 IGO; https://creativecommons.org/licenses/by-nc-sa/3.0/igo). Under the terms of this license, this work may be copied, redistributed, and adapted for non-commercial purposes, provided the new work is issued using the same or equivalent Creative Commons license and it is appropriately cited, as indicated below. In any use of this work, there should be no suggestion that the Pan American Health Organization (PAHO) endorses any specific organization, product, or service. Use of the PAHO logo is not permitted. Adaptations: If this work is adapted, the following disclaimer should be added along with the suggested citation: “This is an adaptation of an original work by the Pan American Health Organization (PAHO). Views and opinions expressed in the adaptation are the sole responsibility of the author(s) of the adaptation and are not endorsed by PAHO.” Translation: If this work is translated, the following disclaimer should be added along with the suggested citation: “This translation was not created by the Pan American Health Organization (PAHO).
    [Show full text]
  • Health Communication
    Schiavo.ffirs 2/19/07 1:34 PM Page iii Health Communication From Theory to Practice Renata Schiavo John Wiley & Sons, Inc. Schiavo.ffirs 2/19/07 1:34 PM Page ii Schiavo.ffirs 2/19/07 1:34 PM Page i Health Communication From Theory to Practice Schiavo.ffirs 2/19/07 1:34 PM Page ii Schiavo.ffirs 2/19/07 1:34 PM Page iii Health Communication From Theory to Practice Renata Schiavo John Wiley & Sons, Inc. Schiavo.ffirs 2/19/07 1:34 PM Page iv Copyright © 2007 by Renata Schiavo. All rights reserved. Published by Jossey-Bass A Wiley Imprint 989 Market Street, San Francisco, CA 94103-1741 www.josseybass.com No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the Web at www.copyright.com. Requests to the publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose.
    [Show full text]
  • Essentials of Public Health Communication
    71157_FMxx_00i_xxxiv.qxd 9/8/10 2:10 PM Page i © Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION Essentials of Public Health Communication Claudia F. Parvanta, PhD Professor and Chair, Department of Behavioral & Social Sciences University of the Sciences Philadelphia, Pennsylvania Lead Author and Editor David E. Nelson, MD, MPH Director, Cancer Prevention Fellowship Program National Cancer Institute, National Institutes of Health Captain, U.S. Public Health Service Bethesda, Maryland Editor, Chapter Contributor Sarah A. Parvanta, MPH Annenberg School of Communication University of Pennsylvania Philadelphia, Pennsylvania Editor, Chapter Contributor Richard N. Harner, MD Adjunct Professor of Neuroscience University of the Sciences Philadelphia, Pennsylvania Editor, Chapter Contributor 71157_FMxx_00i_xxxiv.qxd 9/16/10 5:22 PM Page ii © Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION World Headquarters Jones & Bartlett Learning Jones & Bartlett Learning Jones & Bartlett Learning 40 Tall Pine Drive Canada International Sudbury, MA 01776 6339 Ormindale Way Barb House, Barb Mews 978-443-5000 Mississauga, Ontario L5V 1J2 London W6 7PA [email protected] Canada United Kingdom www.jblearning.com Jones & Bartlett Learning books and products are available through most bookstores and online booksellers. To contact Jones & Bartlett Learning directly, call 800-832-0034, fax 978-443-8000, or visit our website, www.jblearning.com. Substantial discounts on bulk quantities of Jones & Bartlett Learning publications are available to corporations, professional associ- ations, and other qualified organizations. For details and specific discount information, contact the special sales department at Jones & Bartlett Learning via the above contact information or send an email to [email protected]. Copyright © 2011 by Jones & Bartlett Learning, LLC All rights reserved.
    [Show full text]
  • Reducing Healthcare Disparities Through Innovative Strategies to Improve Patient-Physician Communication Lisa A
    Reducing Healthcare Disparities through Innovative Strategies to Improve Patient-Physician Communication Lisa A. Cooper, MD, MPH James F. Fries Professor of Medicine Director, Johns Hopkins Center to Eliminate Cardiovascular Health Disparities Disclosures • None Objectives • Discuss the concept of vulnerable populations and its implications for health disparities and health literacy research • Review current evidence for communication disparities by race, social concordance, and health literacy • Describe intervention strategies being tested for effectiveness at improving communication and reducing health and healthcare disparities • Provide potential directions for future research Healthcare disparities and health literacy . Who is at greatest risk? . Concept of vulnerability Health and Healthcare Disparities: Who is at greatest risk? • Racial and ethnic minorities • Those with low socio-economic status • Geography • Gender • Age • Disability status • Sex and gender (LGBT) • Other at-risk populations http://www.cdc.gov/minorityhealth/populations.html Low health literacy: Who is at greatest risk? • Older adults • Racial and ethnic minorities • People with less than a high school degree or GED certificate • People with low income levels • Non-native speakers of English • People with compromised health status National Center for Education Statistics. 2006. The Health Literacy of America's Adults: Results From the 2003 National Assessment of Adult Literacy. Washington, DC: U.S. Department of Education Vulnerable Populations Subpopulations, who because of shared social characteristics: • Are at higher risk of risks • Are exposed to contextual conditions that distinguish them from the rest of population • Have a higher mean distribution of risk exposure than the rest of the population, characterized by a clustering of risks that conspire to foster disease • Experience stressful social disorganization as a normative reality of life Schillinger D.
    [Show full text]
  • The Use of Video to Communicate Water, Sanitation and Hygiene in Haiti a Comparison Between SAWBO, GHMP and UNESCO’S Cholera Prevention Initiatives
    The use of video to communicate water, sanitation and hygiene in Haiti A comparison between SAWBO, GHMP and UNESCO’s cholera prevention initiatives Pau Abad Tent Communication for Development One-year master 15 Credits Autumn, 2018 Supervisor: Tobias Denskus ABSTRACT Health communication campaigns in developing countries can take many different forms and make use of a wide range of communication tools. One of these tools are multimedia resources such as videos. Initiatives like the Scientific Animations Without Borders (SAWBO) or the Global Health Media Project (GHMP) have been created for the only purpose of developing videos adapted to different cultures and languages in order to tackle a variety of health issues relevant to developing countries. The present study pretends to focus on the use of such videos for water, sanitation, and hygiene (WASH) behavior in the context of cholera epidemic which hit Haiti in late 2010. By using comparative research procedures, three videos have been selected for content analysis from three different institutions: SAWBO, GHMP, and UNESCO Haiti. The results from this analysis served as guidelines for further survey analysis carried out through field questionnaires to a sample of the video’s target audience, that is, Haitian children aged from about 10 to 13 years old. The purpose of the study was to understand and compare the impact and effectiveness of these resources in transmitting disease prevention practices to the target audience. The results indicate that the videos usually coincided in the issues to inform about cholera, but differed in most of the features portrayed within the issues. Moreover, responses to the questionnaires reflected that the messages portrayed were only retained by an average half of the participants, with more or less success depending on the topic.
    [Show full text]