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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