Educating the public about health through the mass media; guidelines for project planning in less developed countries

HEALTH CARE SYSTEMS IN LDCS ARE OFTEN UNABLE TO PROVIDE BETTER HEALTH FOR THE MAJORITY OF THE PEOPLE AT AN ACCEPTABLE LEVEL OF EFFICIENCY AND AT AN AFFORDABLE COST. A MAJOR BARRIER TO REDUCING ILLNESS IS A LACK OF CHANGE IN THE HEALTH HABITS OF THE PUBLIC. EDUCATION IN PROPER HEALTH PRACTICES IS NEEDED TO CHANGE BAD HEALTH PATTERNS, TO EDUCATE PEOPLE TO ACCEPT RESPONSIBILITY FOR THEIR HEALTH, AND TO ADOPT A MORE ACTIVE ROLE IN THE PROVISION OF HEALTH SERVICES. SUCH EDUCATION CAN TAKE PLACE IN THE HOME OR THE CLASSROOM, OR THROUGH SUCH MEANS AS COMMUNICATION BETWEEN HEALTH PERSONNEL AND PATIENTS, AND THROUGH THE MASS MEDIA. LITTLE KNOWLEDGE IS AVAILABLE ON HOW TO PLAN SUCCESSFUL HEALTH EDUCATION PROGRAMS USING THE MASS MEDIA; IN THE PAST, ATTENTION HAS BEEN FOCUSED ON THE SELECTION OF AVAILABLE MEDIA RATHER THAN ON EFFICIENT PLANNING. THIS PAPER INDICATES THAT THE USE OF THE MEDIA IN HEALTH EDUCATION REQUIRES A MULTI-DISCIPLINARY APPROACH TO BE EFFECTIVE, AND IT CALLS FOR THE APPLICATION OF EDUCATIONAL METHODS AND TECHNIQUES AND OF ORGANIZATIONAL AND PROMOTIONAL SKILLS TO HEALTH PROBLEMS. THE GUIDELINES ARE BASED ON A SOCIAL APPROACH, RATHER THAN A PURELY METHODOLOGICAL OR TECHNOLOGICAL APPROACH, AND THEY EXAMINE WHEN HEALTH EDUCATION IS NEEDED AND WHEN AND HOW MASS MEDIA SHOULD BE USED FOR HEALTH EDUCATION. THE PAPER INCLUDES A DISCUSSION OF EVALUATION NEEDS RESEARCH DATA REQUIREMENTS, AND THE ROLE OF TEST PROJECTS.