Medicine showmen and the communication of health information in Mexico

For the project, researchers selected six test and six control communities, half from rural and half from peri-urban areas, along with five showmen noted for expertise, experience, honesty, and interest. The health message content concerned the nutrition of infants aged 0-1 year. Typical points of the message, which the showmen and the researchers worked together 3 weeks to prepare, included the value of breastfeeding and early supplementary feeding and the use and value of vitamins. After 3 months of communication and a 2-month waiting period, a survey was conducted of 400 and 344 women from test and control sites respectively. Results show that the showmen: were able to effect changes in their audiences" knowledge, attitudes, and behaviors; proved persuasive with people noted for noncooperation with government programs; reached populations with only primary education; and were able to communicate a long message (more than 10 parts). They also apparently helped to change long-standing traditional behaviors in a short period (not exceeding 40 hours in all).