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[Unpublished] 1985. 10 p.Health education as traditionally practiced far too often fails to communicate effectively. The problem is how to operationalize what we know about how people learn. Communication programs that seek to teach new behaviors, particularly to large disperse audiences, are better when they: 1) define through research what the health problem really is, who it affects, how the audience understands and responds to the problem, and what obstacles are likely to be encountered; 2) segment general audiences into groups who see the problem in similar ways; 3) create messages/products that are salient in solving the problem, actionable, and attractive; 4) test messages and products; 5) ensure the practical availability of supplies; 6) integrate various communication channels around a single set of themes for each segment; 7) monitor all inputs to determine if changes need to be made in the approach; and 8) commit to a long-term strategy which is modifiable but consistent over time. A specific example of how to apply these principles to an oral rehydration program in a developing country is offered; the main steps are: 1) research; 2) message selection; 3) management of communications; 4) typical inputs such as flyers, logos, visual instruction labels, seminars, radio broadcast and posters; 5) costs of air time, printing and distribution; and 6) monitoring and training of field workers. 2 successful models of maternal education for ORT are the BRACS program in Bangladesh and the Honduras/Gambia program. What is needed is careful planning at the country level to select and then organize a strategy tailored to the needs and opportunities of each country situation.
[Unpublished] . 17,  p.The Social Marketing Project (SMP) of Bangladesh developed an illustrated Maya (a regular dose oral contraceptive) packet insert of instructions for use and information on potential side effects and what to do about them. Later, the pictures were further clarified by adding a simple text for women who could read and also for those illiterate women who would be interested to have it read by someone else if they had difficulty in understanding the message. The desired material was prepared during 1980 and printed in early 1981. SMP has considered printing it on a large scale, but first wants to determine if this pamphlet is really useful to the Maya consumers. PIACT International agreed to fund a project in Bangladesh to evaluate this pamphlet. Objectives of the evaluation were to learn if the pamphlet is understood by Maya consumers and to compare knowledge of proper use of Maya, its side effects, and what to do about them between the consumers who received and those who did not receive the pamphlet along with the Maya pill packet. 4 markets from the district of Dacca were chosen: Manikogonj, Tongi, Joydebpur, and Norsingdi. From each market, a number of pharmacies were chosen. The selected pharmacies in each market were divided into 2 groups: 1 group of pharmacies was provided a number of pamphlets depending on their Maya sales of the preceding month; pharmacies in the other group were supplied only the forms to record the addresses of the illiterate Maya consumers during a 1-month period. 200 illiterate Maya consumers were randomly selected and interviewed from each of the study and control groups. A majority of the pamphlet recipients understood the messages in the pamphlets. The illustrated support material was more effective than the text material in communicating messages. Clarification of the pictures by adding simple text was found to be useful. The recipients of the pamphlet possessed better knowledge than the nonrecipients of the pamphlet with regard to proper use of Maya, its side effects, and what to do about the side effects. The SMP should use the illustrative support material of Maya as an insert in the Maya packet. In the future, the SMP should use only the pamphlet as an insert in the Maya packet. Some additional information should be added, such as the irregularity of menses due to the use of Maya and the benefits of the use of Maya for other than birth control.