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Section outline
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Instructor: Lawrence Rugema, MPH, PhD.
University of Rwanda, College of Medicine and Health Sciences,
School of Public Health
E-mail: rugencem2001@yahoo.com
Course Description
Several factors influence health-related behaviours within a community. One way to improve health of individuals and communities is to raise awareness about risks and motivate people so as to make the necessary behavior change. The media is a critical element of health promotional strategies calculated to change health risk behaviours. Instantaneously, the media reaches and influence a huge number of people. A TV station and a radio can reach millions of people smalteneousily and instantly and so is the message carried on their airwaves. The advent of social media is an additional instrumental tool.
But educating the audience about health may not be a major responsibility of those who control and manage access to the media. Hence it warrants the public health professionals to identify and seek opportunities and strategies that can promote health of the countrymen.
The following are the course objectives:
- Provide students with the understanding of the role of the media in health promotion – using social media and traditional media
- Equip students with knowledge, skills and approaches needed to promote health in the media and develop partnerships with the media as a strategic ally.
- Explore the Strategic Process of developing and running public health campaigns in the media
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Learning Outcome(s) addressed: a
By the end of this session, you be able to:
a) Define mass media
b) State the major approaches to promote health in the media
c) Explain why media in health
d) Discuss the theoretical context - Media theories and development theories which seek to use the media, and information as tools in the development process
e) Discuss the five era’s summarizing shifts in media and communication research
f) Explain the social ecological model of behavior change
g) Explain the media channels and Approaches used in health promotion
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Students mustMark as done
Purpose:
Over to you:
ACTIVITIES -
Activity1. List the media channels you know? Mention mass media channels that are most effective. Activity3. Give reasons why you regard the most effective. You may upload your responses on the group’s discussion forum. Name your discussion topic ‘Session 1 discussion forum (Activity 1.2)’ for your group.
Each group member may comment on not less than two people’s work on the forum. You may improve your individual responses after reading through your peers work. Now you may post your final responses by ………June 2020
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Learning Outcome(s) addressed: b
By the end of this session, you be able to:
- Describe strategic communication approaches
- Explain the P-Process
- Identify and develop appropriate Social Behaviour Change Communication (BCC) – See sample videos
- Develop Health promotion and education, Behaviour Change Communication (BCC),Social Behaviour Change Communication (SBCC), Communication for Development (C4D) tools.
- All designed using the 7 C’s of Effective Health Communication
Read through ppp 2
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Students mustMark as done
Purpose: This is session enables have the necessary skills to identify approaches needed to promote health in the media, and develop partnerships with the media as strategic allies
Over you:
Activity 2.1: Having read through reading materials and PPP2 about the approaches to promote health in the media, identify appropriate approach for which setting. In your group forum, create a discussion topic and call it Activity 2.1. You may Post your proposed examples of an approach by ………June 2020. Please remember to comment on examples of at least 2 peers to and improve yours if you deem necessary. Save your final improved work and keep it in your portfolio by ….. June 2020
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Students mustMark as done
The P-Process: Five Steps to Strategic Communication | Toolkits Available from:
Tools for Behavior Change Communication. http://etoolkits.dghs.gov.bd/toolkits/bangladesh-program-managers/tools-behavior-change-communication
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Learning Outcome(s) addressed: c
By the end of this session, you be able to:
a) Identify opportunities for promoting health in the media
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Students mustMark as done
Purpose:
Over to you
Activity 3:1 Read article by E B Arkin: Opportunities for Improving the Nation's Health Through Collaboration with the Mass Media. Available from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1579999/
Read commentary by Alan L. Otten. The Influence Of The Mass Media On Health Policy. https://www.healthaffairs.org/doi/pdf/10.1377/hlthaff.11.4.111
Activity 3.2 read through PPP example 2 given identify a public health problem and try to solve it by applying all the process laid below.
- Step 1 – RESEARCH: Inquire
- Inquiry/Analysis Worksheet 1
- Analysis in action Worksheet 2
- Sample audience profile
- Design your strategy
- Use a theory to inform your strategy
- Develop & Test Messages/materials
- Combining art and science to create compelling health messages and inspire audiences to change/take action - The 7 C’s of Effective Health Communication
As a group decide either to use a power point presentation of your Behavior Change Strategy or you may decide to use vidio skit. Whichever you decide to use, upload by ……….June 2020
See demonstrations Video in resources file attached
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Students mustMark as done1.3 MB
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Activity 5.1 Group presentations
Presentation arrangements
- Refer to ppp example 2
- Each group uses 35 minutes to present and receive feedback from peers
- Each group to choose to present either PPP or a skit on a project
- Duration: 3 hours
- Evaluation criteria form to evaluate each group and each individual participant is also attached
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