The efficacy of television advertising in health communication I.E.C campaigns - a case study of the 'Tume-Chill' campaign
Abstract
Information Education Communication (IEC) campaigns have been widely undertaken in
the area of public health through the mass media including the radio, the dailies, television,
leaflets and brochures, magazine 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 disaggregate 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 behaviours. 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 tense
personal behaviours, personal contacts can help to address youths' individual concern and
provide supportive environment.
Interpretation of communication events depends on individuals. 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 behaviour 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 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 a 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 behaviour discussion is an indirect effect of media campaign.
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.
Citation
Masters thesis, University of Nairobi (2005)Publisher
University of Nairobi School of Journalism
Description
A research project presented to the University of Nairobi, School of Journalism as partial fulfillment of the requirements for the Degree of Masters in Arts in Communications Studies