Health messages

8/7/2019 Health messages

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Health Messages

Dr. M. Javaid A. Ghani,

Khyber Medical University,

Peshawar, Pakistan1


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Health Messages

Health communication is a key strategy to inform the public

about health concerns and to maintain important health issues

on the public agenda.

The use of the mass and multi media and other technological

innovations to disseminate useful health information to the

public, increases awareness of specific aspects of individual and

collective health as well as importance of health in

development.

Health communication is directed towards improving the healthstatus of individuals and populations. Much of modern culture is

transmitted by the mass and multi media which has both

positive and negative implications for health.

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Health communication encompasses several areas including

edutainment (television programs, DVDs , software, etc. that

entertain you while they teach you something), interpersonal

communication, media advocacy,

It can take many forms from mass and multimedia

communications to traditional and culture-specific

communication such as story telling, puppet shows and songs.

Communication goes far beyond providing people with

information. It involves listening to people, sharing information

in interesting and accessible ways and helping them understand

its relevance to their lives. Hence the key health messages

should contain the essential information that people need to

protect themselves and their children.

These messages should be clear, brief and practical, so people

can easily understand them and take the recommended action.3


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Communication breakdowns

The message may reach only some of the intended target

audience because the communication channels were noteffective.

Example:

Using only printed materials such as newspaper articles andleaflets will not reach those who cannot read, and the use of

radio and television will reach only those who have access to

these media.

Solution:

If possible, use a combination of mass media to inform the

audience and person-to-person communication to reinforce

the message. Find out what communication channels are most

likely to reach and have credibility with the audience. 4


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People may receive the message but not understand it.

Example:

The message may use technical terminology or be

expressed in the wrong language or dialect.

Solution:

When translating or adapting the messages, usesimple, non-technical language. Pre-test the messagesto check if the intended audience understands them.

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People may receive the message but misinterpret it and

apply it incorrectly.

Example:

Mothers who have been taught to use oral rehydration

solution (ORS) may still use too much water, which makes

the solution ineffective, or too little, making the solutionpotentially dangerous.

Solution:

If any new skills are required, provide adequate training

and follow up periodically to identify and correct any

problems by offering additional support or revising the

message. Repeat the information to reinforce it.

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People may receive and understand the information but notact on it because it conflicts with existing attitudes and

beliefs.

Example:

Mothers who are instructed to continue feeding a childsuffering from diarrhoea may not act on this informationbecause it conflicts with a common, traditional belief thatthe stomach needs to rest during diarrhoea.

Solution:

Prepare messages that dispel harmful myths in a culturallysensitive way.

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Part II

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Guide for Developing Health Messages / Materials

When writing, adapting, or choosing Health Messages /

materials, ask yourself, Have I considered culture,

language, and health literacy?

Do I understand culture, and health literacy?

Who is my audience? Did I engage with them? Have theyidentified their needs?

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Have I considered . . .

Culture: What cultural groups do I work with? What issues do

they face? How do I reflect their life experience, and culture?

How will they have access to my information?

Race/ethnicity: Did I consider the needs and lived experience

of local racially and ethnically diverse individuals, such asimmigrants and refugees? Did I consider race and ethnicity in

content, images and examples?

Sex/gender: Did I consider the needs and lived experience of

men and women, boys and girls? Did I make sure I have notstereotyped roles and behaviors? Did I consider sex and gender

diversity in content, images and examples?

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Socio-economic status: Did I consider the effects of low

social status and low income on health? Can those on low

incomes relate to this? Will they have access to it?

Ability: Did I consider people with differing levels of physical

or mental ability?

Location: Did I consider where people live, including rural

and urban realities (for example, safety, access to services

and transportation)?

Age: Did I consider different age groups, for examplechildren, youth, seniors, and the middle-aged?

Spirituality: Did I consider diverse faiths, spiritual beliefs, and

practices?14


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FORMAT OF A HEALTH MESSAGE

Adapt, choose, or write materials for the literacy level of your

audience.

Write with clarity and understanding in mind. Use shorter

and familiar words and clear language. Avoid jargon,

acronyms, abbreviations, and technical terms.

Use fewer than 20 words per sentence.

Use a logical order with one main idea per paragraph.

Put the most important information first.

Write the way people speak. Use a friendly and inviting tone.

Use you and we not patient, consumer, or client.

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Include only what is necessary.

Use bias-free, inclusive language.

Avoid the use of italics and shadowing. These are hard to

read.

Use images, diagrams, and text descriptions that assist with

understanding.

Use personal and community channels to share health

messages.

Keep in mind the stigmas facing people with limited literacyand health literacy skills.

Encourage and empower people to ask questions and learn

more through the materials you provide.16

Health messages

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