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![Page 1: 1 Communication in Practice 12 th Annual Measles & Rubella Initiative Meeting 10 th -11 th September, 2013 RJ Davis, WB Mbabazi, M Charles, A Patel.](https://reader036.fdocuments.us/reader036/viewer/2022062716/56649e015503460f94aeae07/html5/thumbnails/1.jpg)
1
Communication in Practice
12th Annual Measles & Rubella Initiative Meeting10th-11th September, 2013
RJ Davis, WB Mbabazi, M Charles, A Patel
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““I wrote a report to the Minister and also sent it to the English-language dailies. He read my report in the newspaper.”
—S. Ramasundaram, Former Head
Health and Family Welfare Department
Tamil Nadu, India
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Communication Approach we use
AudienceAudience
ResponseResponse
ChannelsChannelsMessageMessageObjectiveObjectiveSenderSender
ResponseResponse
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Measles/Rubella Control/Elimination
1. High morbidity and mortality disease entities; 2. Spread easily and fast causing epidemics3. Dictates that We Move Faster
Reaching at least 95% of all infants with the first MCV/RCV in all Districts
Reaching at least 95% of all <5yrs old children with a second dose of MCV in all districts
a) Through Routine (MSD)b) SIAs/Mass Vaccination Campaigns
4. When we fail to access the less accessible we fail to reach 95%
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3. Communication Objectives
Advocacy Mobilize leaders to participate and support
Measles/Rubella control/elimination efforts Mobilize all stakeholders for epidemic prevention and
control efforts.
Social Mobilization Promote desired measles control behaviors Create awareness about measles/Rubella disease,
especially outbreaks (predicted or real). Demystify misinformation, rumors & misconceptions
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Communication Objectives cont’d
Social Mobilization Cont’d Mobilize the population to participate in epidemic
prevention/containment interventions including:1. Community mobilization2. Early detection/notification of measles/Rubella
epidemics3. Active case research/reporting4. High-risk populations surveillance5. Mapping and knowledge building of community
resource persons etc. Research and evaluation to detect and counter
emerging adverse behaviors
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4. Rationale for Communication
Definition and mapping of Stakeholders
Builds partnerships Creates agents of change Assures community reach bearing
in mind that the communities are more affected planners
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5. Choice of communication channelsPromoting Media Mix Assure that Communication plans are part of POA/cMYP
and cover Print (leaflets, posters, Banners, Q&A, News Inserts and
advertorials) is good but has limited reach Electronic (Radio, TV and Mobile Phones) has more reach but
costs more and is limited by coverage/network range Folk media (Megaphones, Roadside shows, locally generated
drama, community events, using places of worship, etc) is more appropriate but is least thought about
Inter-personal communication (IPC), most effective 1. Face to face health Education sessions by HWs
2. House-to-House Canvassing
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Audience number 1 Planners in the Ministry of
Health Donors Politicians
Audience number 2. Health communication experts Health workers Researchers
Audience number 3 Parents/Caretakers (who are
also voters) Any unintended audiences
Who, exactly, is our audience?
Media that can
reach
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Key considerations of the messages
1. Does message make news: Affects lots of people, Affects them today, stirs controversy?
2. Does message have a human face?
3. Is message important for policy?
4. Is message short and simple?
5. Any hidden message? … rationale for Pretests
Formulation of Key messages (<3)?
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6. Review of Past Performance in measles/Rubella communication -- Simple, consistent messagin
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12
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PRE-CAMPAIGN VOLUNTEER VISITS DOCUMENTATION,
Dakar Region, Senegal 2010Number of H/holds visited
Total persons sensitized before volunteer visit
# of persons sensitized in H2H Visit
M'bao 1,880 135 8,213
Keur Massar 769 626 5,037
Rufisque 1,670 4256 2,067
Diamniadio 1,470 3256 1,756
Nabil choucair 2,544 1761 11,796
Philip Maguillen 1,359 1576 5,854
Gaspard Kamara 2,556 1689 18,858
Polyclinique 1,570 2539 6,265
Subtotal 13,818 15,838 59,846
Only ¼ of respondents were sensitized prior to
the H2H visit of RC volunteers
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PRE-CAMPAIGN VOLUNTEER VISITS DOCUMENTATION,
Tanzania; Nov 2011
425,087 (34%) H/holds were aware of the measles campaigns before theH2H visit was conducted by TRCS Volunteer
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Mobile Phone supported H2H Visits Documentation, Kenya, November 2012
15
District H/Holds Visited
#Children Counted
H/Holds informed prior to the visit
# H/Holds Consenting to a measles SIA dose
% H/Hold Consenting to SIA
Embakasi/Njiru 13,401 18,761 7,604 8,648 65%Kasarani 9,434 12,264 4,824 5,428 58%Dagoreti 7,844 9,413 4,044 5,142 66%Starehe 5,480 6,576 3,480 4,861 89%Kamukunji 3,650 4,380 2,506 2,810 77%Westlands 2,464 2,218 1,426 2,160 88%Langata 2,526 2,779 1,503 2,283 90%Makadara 1,978 2,571 1,082 1,624 82%Kisumu East 15,200 19,760 9,230 12,958 85%Busia 6,459 7,751 3,149 5,082 79%Nambale 4,606 8,291 2,056 3,056 66%Total 73,042 94,764 40,904 54,052 74%
40,904 (56%) households were aware of the measles campaigns before the house visit was conducted by KRCS Volunteers
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RESULTS OF SITE INTERVIEWS WITH CAREGIVERS, TWO RURAL PROVINCES COVERED BY BURUNDI RC,
2012 SIA
HOUSE VISITS
RADIO CHURCHESALL
OTHERPOPULATION
RED CROSSVOLUNTEERS
Ruyigi 23 19 7 15 50,5710 562
Gitega 32 31 23 6 92,0136 1,022
Total 55 50 30 21 1,425,846 1,584
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7. Standardizing H2H measles/Rubella communication practices
H2H Canvassing Field Guide Developed in 2012 Been tested and used in 5
countries Prospects
Document use of the H2H field manual
Test use of manual in Routine EPI communication
Publish guide for global use