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Global Health Communication
Case Studies and Lessons from the Field

Chapter 16

Overview/Objectives

Review case studies and draw new trends, themes, and potential lessons that can be considered for future programming and investigation
Provide materials that can be used as a framework for discussion, applied to professional experience, and be used to identify other suitable communication approaches, strategies and activities

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Case Studies

Communication interventions: Helping Egyptian families and children stay safe from avian influenza (Egypt)

Preparing for a nightmare in the Calgary Health Region—Planning for pandemic influenza (Canada)

Interpersonal communication: Lessons learned in India (India)

Voices and Images (United States–Mexico)

Applying C4D to curb maternal mortality in Cambodia (Cambodia)

The role of the health science librarian in health communication: Continuity in evidence-based public health training for future public health practitioners (International)

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Emerging Trends and Lessons

Provide opportunities for community ownership and participation to expand program reach
Focus on capacity building and training of community mobilization partners and national systems
Consider a strategic blend of communication areas, strategies, and channels, including mass media, print media, interpersonal, online and community-based channels
Establish clear behavioral objectives on the basis of rigorous planning frameworks, evidence-based assumptions, and in-depth understanding
Be aware that the effectiveness of interpersonal communication depends on the personal credibility of community mobilizers
Make sure to build the capacity of groups that are either influential or provide essential services

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Emerging Trends and Lessons

Raise the influence of community voices and patients on policies and future of programs by developing tools that are inclusive of low literacy, socially isolated, stigmatized, and vulnerable populations
Recognize the importance of advance communication planning to prepare for a pandemic threat
Community-based interventions are an integral and critical component of communication interventions in epidemics and emerging disease settings

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Case Study 1
Communication Interventions: Helping Egyptian families and children stay safe from Avian Influenza

Case Study Discussion

Compare this case study with others on avian flu communication and contrast key activities and communication strategies
What other communication interventions and strategies can be used to protect high-risk groups, such as women and children, from avian flu? Focus on community participation and mobilization and discuss pros and cons of each potential option
Research the socioeconomic implications of avian flu in a country, interview relevant organizations and stakeholders, and discuss suitable communication strategies and programs
What can we learn from school-based health communication, and what are the key success factors of such interventions?

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Case Study 2
Preparing for a nightmare in the Calgary Health region—planning for pandemic influenza

Case Study Discussion

Review and compare lessons learned from other pandemic flu/epidemics/disease outbreaks, as they relate to communicating risk and encouraging adoption of lifesaving behavior, and identify key elements in the preparedness, readiness and response phases
What community- and household-based communication interventions can be integrated with the plan in this case study, and how can community participation and citizen engagement be maximized?
What is the role of local business and health care providers in a pandemic setting?
What are the roles and responsibilities of the mass media during a public health emergency? Analyze media coverage to draw lessons on clarity, accuracy and responsible reporting. How can we ensure that vulnerable and low-literacy populations are not left behind?

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Case Study 3
Interpersonal Communication: Lessons learned in India

Case Study Discussion

What kinds of constituency groups and communication strategies might be effective in policy communication/public advocacy interventions that seek to address obstacles to community mobilizers’ credibility, promote policy change, and advocate for resource allocation?
Research the issue of absent teachers and medical and community health workers in developing countries
Watch videos on polio eradication in developing countries and use them as a framework to discuss key messages, constituency groups and spokespeople of such campaigns

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Case Study 4
Voices and Images (Tuberculosis)

Case Study Discussion

How can this project’s reach and impact be maximized? Discuss potential future directions of the TB Photovoice Project
What do you know about photovoice and how it can be used to reach out to low-literacy and underserved populations?
Develop a photovoice project in your community, school, workplace or neighborhood, and organize an exhibit to engage additional community members

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Case Study 5
Applying C4D to curb maternal mortality in Cambodia

Case Study Discussion

Research similar programs on maternal and child health in developing countries; identify and compare key components and success factors
How can innovation be incorporated into maternal and child health communication programs in low-income country settings?
Develop two or three discussion questions to explore the content of this case study; discuss within your group or facilitate a moderated discussion and share your ideas

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Case Study 6
The role of the health sciences librarian in health communication: Continuity in evidence-based public health training for future public health practitioners

Case Study Discussion

What tools do you use to conduct preliminary research on health issues? What are the key features of some library-based tools you are familiar with?
Reflect on the role of health sciences librarians—have you interacted with one or participated in a course held at a health science library?
How can health sciences librarians be integrated in health communication teams and interventions?
What is the role of libraries (both offline and online) in communicating with vulnerable and underserved groups?

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013.

Global Health Communication: Case Studies and Lessons from the Field

This presentation is part of the instructor’s supplement for Schiavo, R. Health Communication: From Theory to Practice. Second Edition. San Francisco: Jossey-Bass, an imprint of Wiley. The instructor’s supplement is stored within a password-protected webpage for instructors. Copyrights @2013 by Renata Schiavo. All rights reserved