Transcript Linking research to intervention

Promoting Rational Drug Use
in the Community
Linking research to intervention
Objectives
 See the link between participatory
research and communication interventions
to address community drug problems
 Understand some core principles for
communication interventions
 Have an overview of the different kinds of
strategies that are needed to develop
communication interventions
 Understand the benefits of combining
methods and strategies
Linking research to intervention
Promoting Rational Drug Use in the Community
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Steps in an effective communication
intervention
Step 1 Describe
drug use and identify
problems
Step 2 Prioritise
problems
sis
ve
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Im
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Step 7
Monitor and
evaluate
intervention
Step 3 Analyse
problems and identify
solutions
Step 4
Select and
develop
intervention
Improve intervention
v
pro
Im
Step 6
Implement
intervention
Linking research to intervention
Promoting Rational Drug Use in the Community
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Step 5
Pretest
intervention
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What is communication?
 125 definitions (and the list is growing by the
day…)
 a process for partnership and participation that
is based on two-way dialogue, where there is an
interactive interchange of information, ideas,
techniques and knowledge between senders and
receivers of information on an equal footing,
leading to improved understanding, shared
knowledge, greater consensus, and identification
of possible effective action.
Linking research to intervention
Promoting Rational Drug Use in the Community
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Different theories and models
 IEC – information, education and
communication
 BCC – behaviour change communication
 Participatory communication
 Social change communication
 UNAIDS HIV/AIDS communication
framework
 Moving from one way flows to interactive
dialogue
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5 contextual domains (UNAIDS)
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Government policy
Socio-economic status
Culture
Gender relations
Spirituality
Linking research to intervention
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Four main strategies
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Educational
Managerial
Regulatory
Creating an enabling environment
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Benefits of community participation
 Emphasises community rather than
individuals
 Makes programmes relevant to local
situation
 Ensures community motivation and support
 Improves take-up of services
 Promotes self help and self reliance
 Improves communication between health
workers and community
 Enables the development of primary health
care
Linking research to intervention
Promoting Rational Drug Use in the Community
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Checklist on community involvement
 Was the community’s own view of its needs
identified?
 What social organisations exist and how
are they involved?
 Is there a mechanism for dialogue between
health personnel and community
leadership?
 Are deprived groups adequately
represented?
 Are local resources used?
 Was the community involved in evaluation?
Linking research to intervention
Promoting Rational Drug Use in the Community
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Community empowerment approach
The goal of health communication should
go beyond just giving facts. It should
promote dialogue and empowerment
An empowered person:
 Has the understanding to make informed
choices
 The necessary skills to implement the
choices
 The confidence that he/she can change
his/her situation.
Linking research to intervention
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Choice of methods
•Face-to-face methods
one-to-one, group, large group,
meetings, patient education, schools
Any one of or a
combination of
these groups of
methods
•Performance media
folk media, theatre, music, dance
•Mass media
radio, TV, newspapers, billboards,
posters, magazines, electronic
•Print and support activities
educational materials, leaflets,
wallcharts, videos, training
Linking research to intervention
Promoting Rational Drug Use in the Community
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Selection of methods and setting
Characteristics of
target groups
Selection of
methods and
setting
The communication
objectives
Your resources and
access to media
(organisational factors)
Linking research to intervention
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A communication plan in Pakistan
 From cows to salt … what the research
found
 Identifying strategies?
 Identifying methods?
 Who needed to be involved?
 What can be learned?
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Promoting Rational Drug Use in the Community
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Communication objectives at different
stages
unaware of issue
awareness
of issue
interest in changing behaviour
trying it out
changing behaviour
maintaining change
Linking research to intervention
Promoting Rational Drug Use in the Community
People can move through
stages before adopting a
new behaviour
Methods such as mass
media are useful at the
early stage for
promoting awareness and
interest
Face-to-face methods
may be needed to build
on awareness and
convince people to
change behaviour
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Target groups
secondary target groups
persons with influence over
the primary target
groups
- gate-keepers
primary target groups
persons making the decisions
for themselves
Linking research to intervention
Promoting Rational Drug Use in the Community
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Organisational characteristics
Availability/accessibility to
mass media at the level you
are working at
Decisions on
method also
depend on what
methods you are
able to use
Linking research to intervention
Promoting Rational Drug Use in the Community
Institutional capacity/skills
within your own
service/organisation
Resources you can draw upon in
other services and NGOs
Funds available
Equipment availability,
maintenance facilities, need
for electricity
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What can be achieved
Short term
Will depend on
the complexity of
behaviour, its
reinforcement in
culture, the
presence/absence
of opposing forces
and the resources
at your disposal
Linking research to intervention
Promoting Rational Drug Use in the Community
knowledge,skills,
awareness
Medium term 5 yrs
behaviour change
Longer term <5 yrs
Change in health
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Summary
 Effective communication combines
strategies and methods
 Community involvement and participation
is essential
 Ask yourself: does this work? Is
communication happening? How can I
increase the impact by the way we do
the communication intervention? Do we
have a communication process embedded
in our communication products?
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