r ..• This document is part of a continuing project of the Tobacco Free-Initiative and the Health Promotion Unit World Health Organizatir·!, \ VPstern Pacific Regional Office. Tobacco-Free Initiative & Health Pro tion Unit World Health Organization Regional Office for the Western Pacific P.O. Box 2932, I 000 Manila, Philippines Tel: (632) 528-800 I Fax: (632) 521 I 036 · • !'·. • http://WVIJIN.wpro.who.int Choosing the Channels of Communication Choosing the Channels of Communication A Review of Media Resources for 1 1 Countries in the Western Pacific Region Introduction ..... .. ............ .... .... ... ...... ... ....... .. ........... ........................................... ... .. .. ... ............. ..... l Key elements in choosing the channels of communication .... .... .. .. .. .. .. .. .. .. ... .. .. ... .. .. .. ... ... 2 Cambodia Summary of media resources ....... .. .. ..... .. .. .... ... ..... .. ....... .. .... ................ .. .. .. .. ....... .... ... .......... .... ... 8 Media directory .. ...... .. ..... .. ... .. ...... .. ........ .. .... ........ ........ ......................................... ................ ....... 10 China Summary of media resources ... ...... ........................... .. .............................. ................................. 18 Media directory ... ..... ... ...... .... .... .... ............ .. ............... .. .. .... ....... ........................ ...... .. ... .. ............... 20 Fiji Summary of media resources ......... .... ........................ .... ... .. .................... .................................... 26 Media directory .. .. ... ... .. .... ..... ........ ... .................. ... ... .. .............. ... .................................................. 27 Lao People's Democratic Republic Summary of media resources _. .. .. .. .... ..... ... .. ............. .... ......... - ... ...... _ . .. .. 34 Media directory ··-- ·-··· -··- -·· -···---·· ----·· ··--····· ··-- ···-- ... .. .. ..... .............................. ............... ... ......... ...... 36 Malaysia Summary of media resources ........ ...... .. ...... ...... .. .......................... ...... ................................ .. .. ... 42 Media directory .. ... .... ..... .. .... ................ ......................................... .. ... .. ................... .............. .... .. 44 Micronesia, Federated States of Summary of media resources .... .. ... ............................................... .. ........ ..................................... 50 Media directory ..... ........ ..... ........... .. ...... .. ... ......... ....................... .. ................... ............................ 51 Mongolia Summary of media resources ... ........... ... ... .......... .. .. .................. .... ... .. ..... ... .. ... ................. .. .. .. .. .... 58 Media directory ..... ... ...... .. ... .. ... ... ........ ......... ... .... ..................... ..... ..... ... ................. ... .. ................. 60 Papua New Guinea Summary of media resources ....... ... ..... ..................... ................ .. .......... ... .. ............................ .. .. .. 66 Media directory .. .. ....... ..... .. .. ... .. ...... ..... ........................ .... .. ............ ... .. .................... .. .. ... ....... ..... .. 68 Philippines Summary of media resources .. ................... ............ ........ .................. .. .. .. .. .. ... ... .. ..... .. ..... ..... ... ...... 76 Media directory .. .. .. .. .. .. .. ... ... .. .. .... .. .. .. .. .. .. .. .... .. .. .. .. .. .. .. .. ... .. ... .. .. .. .. .. .. .. .. 78 Samoa Summary of media resources ....................... .... .. .. ..... ...... ... .............. ......... .... ................ ............... 86 Media directory ..... ........ ... .. .... ... ... ...... .......... ... ....... .. ............. .......... ...... .... ..... ....... ... ...... .. ............ 88 ., WHO!WPRO LIBRARY' MANILA. PHIL1PPINES 2 1 MAY 2004 Table of Contents VietNam Summary of media resources ............... ................................................... ...................... .... .. .. .... ... 94 Media directory ....................... .... ...... .......... ...... ... .. ..... ........... ..... .......................... ..... .. ..... ........... 96 Annexes (from the Development of Media Resources for Health Communication in the Western Pacific Region. March 2003, by Dr. Tom Carroll and Bev Carroll of Carroll Communications) Executive Summary . .. .. .. .. .. .. .. ... .. .. .. ... .. .. .... .. .. .. ... .. .. .. .. .. .. .. .. .. .. ... .. ... .. .... ..... 100 1. The development of a framework for analysis.................................... .. ........................ 100 2. The colleaion of information ............................................. .......................... .............. .. 100 3. The development of a survey tool .... .. .......... .... ................. ... ................. .. .................... 101 4. The preparation of country reports ... ... ........ .............................................. ....... .......... 102 5. Key findings from the project .............................................. .. .......... .. ................ .. ......... 102 5. 1 Media resources .. .... .. .. .. .. .. .. .. .. ...... ..... .. .. .. ...... .. ....... .......................... .... ...... 102 5.2 Advertising restrictions .. .. ... .. .. .. .............. ... .......... .. ........ .... 103 5.3 Skills and capacity of health promotion partners ... ...... .. .. .. ............................ 103 Attachment 1 Survey questionnaire for participants at the Regional Workshop on Capacity-Building tor Health Promotion .. .. .. .. .. .. .. .. .. .. .. .. .... .. .. .. .. ... .. .. .. .. .. .. .. .. .. .. I U4 II Choosing the Channels of Communication ""Tbe diversity of media options in Asia is truly staggering. If it 1noves, it's 1nedia. '' ' Health Promotion is the process of "enabling people to increase control over and to improve their health". In order to achieve this, people need access to timely and relevant information. How does one effectively promote health in a Region made up of I. 7 billion people, living in 37 culturally unique countries and areas, with some countries using several different languages within their own borders? In recent decades. mass media has become the dominant means of transmitting information to large audiences. It has been effectively used to promote products, services and ideas . The evidence of its effectiveness as a means of improving health conditions has steadily increased over the years. Yet in many countries, the use of mass media for health promotion may be over- or under-rated. This guide is a review of the media resources of I I countries in the Western P;:wifir, inrl1 JrJino Cambodia, China, Fiji, the Lao People's Democratic Republic. Malaysia, the Federated States of Micronesia, Mongolia, Papua New Guinea, the Philippines, Samoa and Viet Nam. It is based on information gathered from October 2002 to March 2003 by Carroll Communications, social marketing and research consultants. Included in the review is a directory of media resources for each country along with a summary of each country's media resources including, the numbers of televisions and radios per country (subject to availability of this information), population rates, literacy rates, advertising restrictions, capacities of health promotion partners and previous or ongoing health campa1gns. As this guide is a joint undertaking of the Tobacco-Free Initiative and the Health Promotion Unit of the Western Pacific Ret;;~ional Office. srwcifir infmm:::jrinn nn thF Fxrmr nf rnhr:wm .4r1vFrtisino is inrlttrJPrJ Where t1vt1ilt1hiP, rnlicies restricting tobacco advertisements are also inc:lt Jr1Pr1 . This information can be used in implementation of health promotion programmes in general, and specifically to inform policies and programmes under national plans of action on tobacco control. While this guide attempts to provide basic information on mainstream mass media resources, it must be emphasized that choosing the appropriate channels of communication for health promotion requires an understanding of the contexts in which specific media are effective. Research, creativity and discipline are necessary in determining the right mix of media to use and the appropriate strategies to maximize information dissemination. The information provided in this guide is a starting point but is not exhaustive. Information on a wide variety of other forms of media, including traditional forms (e .g. theatre, festivals, puppetry) or emerging forms (e.g. "narrow-casting" vis-a-vis "broadcasting" through cable television, internet). would supplement the guide. Additional information on current social, cultural and political issues and concerns (e .g. civil strife, election periods, religious holidays) should also be considered in the process of designing effective communication campaigns for health. ' The 360 Degree Brand in Asia. John Wiley & Sons (Asia) Pte. Ltd. Copyright (c) 2003 . Excerpted with pem1ission of the publisher, John Wiley & Sons (Asia) Pte.Ltd. www.wiley.com Introduction All too often, health campaigns are carried out without adequate research or reflection on which media would be the most effective within a certain country. For example, a creative and compelling television campaign will not do much good if the target audience does not have access to television.