CONTENTS   communication   talk of the month   exhibition   training   HIV 

August 2003

Poor knowledge on maternal and child health is one of the identified factors contributing to the high rate of malnutrition in Trincomalee district. The Integrated Food Security Programme Trincomalee (IFSP) has therefore developed a comprehensive communication strategy to address this problem. The aim is to raise awareness and to provide knowledge and skills on good nutrition and health so as to achieve positive behavioural change.

Topics focus on a wide range of issues such as maternal nutrition and care, breast-feeding, complementary feeding/weaning, nutrition and care of pre-school and school children, personal and environmental hygiene, family planning, health services including growth monitoring and household resource management.

Different people are addressed to maximise impact of the interventions. The primary target group comprises (1) women as they are commonly responsible for nutrition and health, (2) men since they play an influential role on women’s behaviour, (3) school and pre-school children as it is easier to adapt good behaviour while people are still young. The secondary target group comprises influential people in the community such as the village headman. They are involved to help adapting the recommended behaviour. Finally, health service providers, the tertiary target group, are addressed to ensure good quality of the interventions.

Messages are disseminated through face-to-face communication supported by mass media such as posters. This approach allows both, (1) a participatory in-depth analysis of the problems faced in the community or by individuals and identification of appropriate solutions, (2) dissemination of messages to a wide range of people but with little resources involved.

The health communication strategy is implemented through the Department of Health Services and Eastern Human and Economic Development (EHED), a Trincomalee based NGO. In 2003 the following activities are simultaneously carried out in almost all divisions of Trincomalee district.

The talk of the month                                                                            top

During each month a different health topic is addressed (see above) through group discussions in communities as well as in schools. In addition, and to complement these efforts, health workers also address the topic through interpersonal communication (e.g. during regular home visits or during the clinic). The approach ensures that a large number of people in the community are exposed to a certain topic at the same time. It stimulates a comprehensive discussion and, hence, maximises the impact of the intervention.

Exhibitions, drawing competitions, drama performances

Exhibitions are carried out in schools and during festivals. They include display of information, demonstrations, competitions and special talks. Various departments are involved (e.g. health, education, agriculture, fisheries etc.) to highlight the multi-sectoral nature of nutrition and health. Drama performances are carried out for special programmes (i.e. the mid-day meal) and special topics (i.e. importance of toilets and wells in relation to health). In addition, drawing competitions for school children take place offering attractive prizes.

Special seminars on maternal nutrition & care                                    top

Due to the alarming high rate of maternal malnutrition and its influence on early childhood development, seminars focusing on maternal nutrition and care are conducted in communities.

Awareness material

For certain topics such as maternal nutrition, posters, leaflets and bags are produced. They display both a visual and a corresponding written message that recommends improved behaviour.

Sensitisation training for influential people                                          top

Sensitisation training for influential people such as village headmen, religious leaders and teachers are carried out. The aim is to provide basic health knowledge to them and to facilitate reflection on the role they could play in relation to improved health.

Training of health service providers

Finally, various training courses are conducted for health field staff (i.e. PHIs, PHMs and Village Health Volunteers) to enable them implementing the communication strategy. For example: (1) introduction to behaviour change communication, (2) participatory methodologies and skills.

HIV/AIDS

Due to the increasing importance of HIV/AIDS, IFSP recently introduced measures to help prevent the spread of HIV/AIDS. Awareness sessions are conducted for the field staff of various sector departments as well as for groups with high-risk behaviour such as the youth.