Courtesy HIFA2015

(With thanks to HIFA Steering Group member John Liebhardt)

I was interested to read this article on the BBC Media Action website. The full article is freely available here:

http://www.bbc.co.uk/mediaaction/where_we_work/asia/india/india_sdp_overview_august_2012.html

As a personal comment, I am encouraged that the project will include ‘10,000 street theatre performances’ – this is a strong endorsement of the importance and continued relevance of traditional methods of health communication. Also, this combined approach to health communication (including traditional as well as new media) seems likely to be more effective than either approach used alone.

Are any HIFA members working with this project? If so, please do tell us more about it…

‘The Ananya programme, funded by the Bill & Melinda Gates Foundation, aims to reduce child mortality, improve maternal health and reduce infectious diseases in Bihar [India]. As a project partner, BBC Media Action has adopted a pioneering approach to improve the demand and uptake of life-saving family health behaviours amongst the population of 104 million.’

‘Reaching this enormous audience through traditional forms of media is difficult. Only 27% of young mothers have access to any traditional media (TV, radio, newspapers or cinema). But add mobile phones to the mix and access goes up dramatically to 90%.’

‘BBC Media Action has therefore adopted what has been called ‘a 360-degree approach’ ­ a combination of face-to-face communication, Information Communication Technology (ICT), mass media and community work ­ which is being implemented on an unprecedented scale[…]’

‘BBC Media Action has developed two innovative mobile phone services for CHWs: a training course called Mobile Academy, and an on-demand service called Mobile Kunji which is supported by a deck of cards illustrated with life-saving messages…’

‘10,000 street theatre performances and 6000 women’s listener clubs will further engage and inform families about critical family health issues. All these elements focus on the critical 33-month timeline from when a woman becomes pregnant until her child is two years old. The objective is to shift social norms and empower those who lack the information and power to make informed choices about their health.’

‘To implement this project called ?Shaping Demand and Practices, BBC Media Action leads a consortium that includes Pathfinder International, the GSMA Development Fund and Madison World. This consortium works in close partnership with the government of Bihar at all stages.’

Neil, HIFA2015