Shaping demand and practices to improve family health outcomes : designing a behavior change communication strategy in India

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書誌事項

Shaping demand and practices to improve family health outcomes : designing a behavior change communication strategy in India

edited by M.E. Khan ... [et al.]

SAGE : Population Council, 2012

  • : [set]
  • v. 1
  • v. 2

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注記

Includes bibliographical references and index

v. 1. Uttar Pradesh -- v. 2. Bihar

内容説明・目次

内容説明

Maternal and child health indicators have remained poor in India, with various factors contributing to continued mortality and morbidity. Communication strategies play a powerful role in addressing the barriers to, and shaping demand for, the adoption of preventive health practices. Based on an in-depth study, Shaping Demand and Practices to Improve Family Health Outcomes provides valuable information on family dynamics that could be used to develop a comprehensive behavior change communication (BCC) strategy on family health. The study focuses on increasing the adoption of eight family health behaviors that have a significant bearing on Millennium Development Goals 4 & 5. Funded by the Bill & Melinda Gates Foundation and conducted by experts in the field, it is perhaps for the first time that a BCC study has been designed on such a comprehensive scale. Unlike most BCC studies that are based on cognitive theories of behavior change, this study integrates the broader social context, media choices, program structure, and audience interaction that influence the target behaviors. This will be a valuable and timely resource for policy makers, program implementers, researchers, and field-level persons alike.

目次

VOLUME 1 Part One: Findings From The Formative Study Increasing Institutional Delivery and Access to Emergency Obstetric Care Services - Deepthi S Varma, M E Khan, and Avishek Hazra Increasing Postnatal Care for Mothers and Newborns - Deepthi S Varma, M E Khan, and Avishek Hazra Increasing Early and Exclusive Breastfeeding - Kumudha Aruldas, M E Khan, and Avishek Hazra Increasing Appropriate Complementary Feeding - Kumudha Aruldas, M E Khan, and Avishek Hazra Increasing Postpartum Contraception - Shruti Goel, Isha Bhatnagar, M E Khan, and Avishek Hazra Increasing Compliance to Immunization - Jaleel Ahmad, M E Khan, and Avishek Hazra Future Demand for Maternal and Child Health Services from Public Health Facilities in Uttar Pradesh - F Ram, Usha Ram, and Abhishek Singh Part Two: Exploring Partnerships Reach of Media and Interpersonal Communication in Rural Uttar Pradesh - Deepika Ganju, Isha Bhatnagar, Avishek Hazra, Shan Jain, and M E Khan Media Perspectives on Partnerships to Address Family Health Outcomes in Northern India - N Ramakrishna and Venu Arora Role of Advertising Agencies in Behavior Change Communication - Shalini Prasad and Manisha Singh Role of Information and Communication Technologies in Accelerating the Adoption of Healthy Behaviors - Atanu Garai and Ramakrishnan Ganesan Role of the Corporate Sector in Promoting Family Health in Uttar Pradesh - Ramnik Ahuja, Debasis Bhattacharya, Roopali Bhargava, and Deepika Ganju Part Three: Communication Plan Behavior Change Communication Plan for Selected Target Behaviors - M E Khan, Kumudha Aruldas, Deepika Ganju, Deepthi S Varma, Avishek Hazra, Jaleel Ahmad, and Isha Bhatnagar VOLUME 2 Development Partners and International NGOs Assist in Strengthening the Health Sector in Bihar: An Overview - Kumudha Aruldas and Shruti Goel Trend and Status of the Eight Target Behaviors: from Secondary Data Analysis - Avishek Hazra and M E Khan Qualitative Study of Eight Target Behaviors - Kumudha Aruldas, Deepthi S Varma, Avishek Hazra, Jaleel Ahmad, Isha Bhatnagar, Shruti Goel, and M E Khan Future Demand for Maternal and Child Health Services from Public Health Facilities in Bihar - F Ram Reaching Audiences in Rural Bihar: A Situation Analysis of Alternative Modes of Communication and Challenges - Isha Bhatnagar, M E Khan, and Avishek Hazra Priorities of the Press: A Content Analysis of Social and Developmental Issues Covered by Newspapers - Isha Bhatnagar and M E Khan Media Perspectives on Target Behaviors and Possibility of Partnering in a Communication Strategy - M E Khan and Isha Bhatnagar Reach and Use Pattern of Mobile Phones in Rural Bihar: Current Scenario and Future Prospects - M E Khan, Avishek Hazra, and Jaleel Ahmad Information and Communication Technologies in Bihar's Health Sector: A Review of Projects and Future Directions - Atanu Garai Index

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