Health communication for child survival, lessons from five countries : Honduras, The Gambia, Swaziland, Ecuador, Peru

This report discusses Communication for Child Survival (HEALTHCOM) campaigns to promote ORT and related child survival practices in five countries. In Honduras and The Gambia, where target groups had good access and exposure to campaign messages, use of mass media, health worker training, and simple printed materials increased mothers" knowledge and adoption of recommended feeding practices and of ORT. As a result, measurable improvements in diarrheal mortality rates and health status are evident, and HEALTHCOM activities have been expanded to cover new topics (immunization, breastfeeding, tuberculosis and malarial control, and family planning in Honduras) and new locations (Swaziland, Ecuador, and Peru). Lessons learned from HEALTHCOM are that such programs depend on proper coverage, timeliness, credibility, and simplicity, as well as a campaign plan that is comprehensive, flexible, and based on field research of current practices. Keys and obstacles to effective ORT planning and implementation are also discussed.