Reach, accessibility and acceptance of different forms as communication channels for health promotion: a community-based analysis in Odisha, India


communication, media, interpersonal communication, health wall, health promotion


Introduction: To achieve universal health coverage, improving demand generation at community is necessary. Media plays an important role by acting as a linking pin between service providers and the community. This study is planned to assess the penetration of various media types in the state of Odisha.

Methods: This cross-sectional mixed method study was undertaken in the state of Odisha, India. Following a desk review, a situational analysis through multi stakeholder perspective was carried out at the state, district and sub-district level. Both qualitative and quantitative technique was used for data collection through direct observation of study sites using checklist, interview with the help of a semi structured questionnaire, FGDs and IDIs.

Results: The major source for information related to identification and prevention of disease was television (63.6%) followed by health wall (36.6%), newspaper (21.6%), health facility/service providers (17.7%), radio (9.2%) , other media like posters, pamphlets and folk dance (5.5%). Information on treatment or management of the diseases was received mostly from television (61.2%), poster/leaflets (39.2%), health wall (35.2%) and newspaper (19.7%). Only 8% of people have received any health related message in mobile in past one year.  Boards and hoarding provided information to only 16.5% of the study population. Heath wall was seen in almost all villages of four districts. These walls contain information on various health topics. Nearly 36% respondent get health related information from the health wall. For immunization related information interpersonal communication through grassroot health workers was found to be more effective and preferred.

Conclusion: Interpersonal communication is believed to be most acceptable source of information on maternal and child health, immunization and neonatal care. For people with low literacy, health wall campaign, folk media and interpersonal communication was found to be effective.


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