| dc.description.abstract | Information Education Communication (lEC) campaigns have been widely undertaken in
the area of public health through the mass Media including the radio, the dailies,
television, leaflets and brochures, magazines posters and motivational talks. However
establishing the effectiveness of such campaigns is difficult because the quality of IEC
activities varies widely, because IEC activities rarely occur in a variation with the impact
of IEC intervention being difficult to disaggregated from other programs element; because
mass media campaigns differ widely among cultures that interpret messages in a wide
variety of ways.
Personal communication has also been considerably used as IEC channel; Interpersonal
communication is critical to the adoption and sustained practice of new behaviors. Face
to face communication allows individuals to express their doubts and fears, receive
feedback and reassurance and obtain vital information. Since sexuality and reproduction
involves in tense personal behaviors personal contacts can help to address youths
individual concern and provide supportive environment.
More impartiality in the fact that interpretation of communication events depends on an
individual. In one sense of the word then, communication is synonymous with control:
control of personal relationship, control of ones environment; hence communication is
power, the more one knows about a phenomenon, the better it can be predicted and ones
behavior planned accordingly.
It is necessary to have a better understanding of the youth to influence their adoption and
decision making process. This is possible only if their communication networks are
understood and by increasing their awareness about existing phenomenon, through
providing accurate information. The greatest challenge for the improvement of
adoption\n of the message is changing the attitudes, to create new favourable attitudes.
Special care should be given to developing positive image of the campaign.
While IEC campaigns are often seen as complex interaction between mass media and
interpersonal influence, the principle goal of many campaigns is to increase discussion.
Communication research has shown that the mass media set the agenda for topics of
discussion. Some beliefs that the media influence opinion leaders who in turn, through
interpersonal communication persuade others to adopt opinion, attitude or practice. Thus
increased sexuality behavior discussion is an indirect effect of media campaigns.
Increasing youth involvement in intervention information campaigns by creative
initiatives that incorporate the unique circumstances of individuals, community and
culture can be successful if the program combines accurate information, effective
counseling and appropriate service delivery.
Looking at the behavioral effects of communication, rather than simply looking at the
messages by themselves, contributes to acceptors, satisfaction with the campaign hence
its effectiveness. | en |
