Harnessing the Power of Ideas: Communication and social mobilization for UNICEF-assisted programmes

Editor's Note:

In June 2003, UNICEF and GAVI (The Global Alliance for Vaccines & Immunization) held regional workshops in Istanbul, Johannesburg, and Bangkok to address key issues in communication for immunisation. Participants included communication and immunisation specialists, Expanded Programme on Immunization (EPI) managers, and health educators from governments and GAVI partners working in more than 40 countries. The workshops addressed such issues as communication for immunisation safety, advocacy for financial sustainability, social mobilisation, communication planning, communication to improve district-level coverage, facing the media, communication strategies in response to Adverse Events Following Immunization (AEFIs) and to build public trust in immunisation, and immunisation of hard-to-reach groups, among others. A free CD-ROM draws together key presentations, discussions, tools, topics, and recommendations; please see ordering information below.

This 44-page paper explores the work of UNICEF in the 1980s to use communication (in the form of social mobilisation) to meet its immunisation-related aims. The purpose of these efforts, which also involved the World Health Organization (WHO), was to vaccinate 80% of the world's children by 1990. Termed universal child immunisation (UCI), this goal was achieved; UNICEF claims that this "widespread immunization is now saving the lives of approximately 3 million children each year and protecting the health and normal development of millions more. This achievement can be attributed largely to the social mobilization that was created around it".

The author, Colin Fraser, goes on to explore this process of mobilisation. One section of the paper, in particular, explores communication through mass media, group media, traditional and folk media, and interpersonal channels. He says "It is generally held that the most effective approach for creating awareness, the first step along the path towards attitudinal and behavioural change, is to apply an integrated communication approach" when enlisting the media in social mobilisation for immunisation. This communication strategy involves using as many mass media as possible, in addition to interpersonal channels, rather than relying on a single medium like television.

Fraser cites Colombia to illustrate how the use of a variety of media can mobilise the public for immunisation. He explains that Colombia's success with this strategy reflects, in part, the way in which mass media is organised there: Radio and television stations are scattered all over the country. (In contrast, in parts of the world such as Africa, the Middle East, and Asia, state-owned radio and television dominates.) Fraser states that Columbia's "520 radio stations reach everywhere. In 1987, television was reaching about 70 per cent of the population, and the written press about 20 per cent". Caracol, a large radio network owning 123 radio stations (at the time of this writing), "became totally committed to promoting immunization during Colombia's drive towards UCI". Fraser describes the way in which this network approached other radio stations in the country to galvanise support; he also reviews the involvement of television and the written press in this country. In short, "Colombia provides a prime example of an integrated and well orchestrated approach. The media became so committed that the population saw the campaigns as belonging to them rather than to the Ministry of Health".

Fraser also draws on Bangladesh's successful use of media to meet the UCI goal. While printed materials (leaflets, stickers, posters, banners, and so on) "played an enormous role almost everywhere", he highlights Bangladesh's moni logo as a particularly successful communication initiative. (Moni is a term of endearment for children; the logo portrayed a child crawling toward the viewer, with 6 arrows pointing in toward the child to symbolise the 6 main diseases. A bright red ring, symbolising immunisation, protects the child from the advancing arrows.) Fraser explains that what is remarkable about Bangladesh's successful use of this logo was not the image itself but, rather, the widespread display of it. Intensive advocacy efforts, including participation of the private sector (matchbox producers and shoe companies) and national and local newspapers, led 100% of the population to correctly recognise the logo.

In addition, Fraser discusses Bangladesh's use of poetry and local theatre to mobilise the community for immunisation. For example, many of the 7,000 amateur actors and theatre workers who are part of the Bangladesh Gram Theatre have, with UNICEF support, staged hundreds of performances on immunisation and other social issues.

Click here for an overview of the June 2003 Communication for Immunization Workshops in Istanbul, Johannesburg, and Bangkok.

For more information, or to request a free copy of the CD-ROM on which this presentation is featured, contact:

Erica Kochi

ekochi@unicef.org

OR

Gina Darcin

gdarcinstlouis@unicef.org

UNICEF

UNICEF's Immunization website