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@arengrimshaw
Presented by Nikita Sarah, Head Advocacy & CommunicationTLMTI
@IAL Hyderabad 12th April 2015
IMPORTANCE OF MEDIA TO FACE CURRENT CHALLENGES OF NLEP
@arengrimshaw
Innovation has never been more important. Those who want to see social change must
find new ways of winning hearts and minds. In this presentation we explore the potential
of Media to counter current challenges in Leprosy
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Current Challenges
Technical Slow decline in disease burden (new cases)
Increase in number of new leprosy cases in Bihar, Maharashtra, Chhattisgarh, West Bengal and
Dadra & Nagar Haveli.
Operational • Early detection (voluntary reporting) in remote, tribal, hard-to-reach and insurgent
affected areas
Social/Economic/ Cultural • Stigma still exists even in educated & well to do families resulting in delayed
detection
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Perception- Leprosy
Shari
ng meal-
Problem
Marr
ying E
x pati
ent -Pro
blem
Lepro
sy - S
in committ
ed
Patients
to be Iso
lated
Separa
te belongings
020406080
10073.4
55.232.5
74.3 79.663.7
51.6
17.6
63.1 74.2
27.743
18.237.6 45.9
Community Opinion Leader Patients
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•Is the most popular medium•Informs, educates and entertains•Is the largest influencer•Enables and accelerates inclusion•Easily available, affordable and accessible•Changes people’s perception and creates awareness like no other medium can aspire to do!
.
Why Media?
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Media is the single most powerful tool for awareness & advocacy
@arengrimshaw
Media is the single most powerful tool for awareness & advocacy
@arengrimshaw
Challenges in using Media as a strategy in the Leprosy sector
• Term is used as a jargon rather than a solution• Priority is more as a health issue• Limited use of media tools•No strategy• Resources allocations
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Media- What else….
•Media Advocacy• Edutainment•Mainstream Media• Traditional Media• Social Media• IEC
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The purpose of media advocacy is to use the media to advocate a policy solution to a social problem. That is, it’s about defining the problem as a “policy gap.”The mainstream media, particularly the news media, play an important role in advancing democratic discussion around policy debates. It can amplify voices so that policy makers cannot ignore them.Edutainment can have a far reaching impact specially in hard to reach areas.Social Media is the quickest, widest reach, mostly reliable, inexpensive.IEC has to be strategic and evidence & research based
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Raise awareness, information and knowledge about health issues or problems.
Assist in changing behavior when other enabling factors are present.
Provide advocacy and support that facilitates placing health issues on the agenda.
The Reality of Media-“The Can Do”
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Messaging• Curable: Leprosy is an infectious disease but the risk of developing
the disease is low. It can be cured with drugs that are widely available and are free-of charge.
• Early signs of leprosy are pale or reddish skin patches, with loss of sensation; early detection with appropriate treatment helps to prevent disability from leprosy.
• No need to be feared: the disease can be managed just like any other disease; affected people should not suffer any discrimination. Treated persons are no longer infectious.
• Support: Affected people need the support and encouragement of their family and community
• More emphasis for removal of self as well as social stigma
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Message content needs to be:o based in research.
o Realistic.o credible.
o should be tailored to the social and psychographic profiles of the target audience.
•The style should be attractive and entertaining.
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The “ How to go about it”
Formative research helps define which behaviors the campaign will attempt to change to achieve its broad goals.
•It is important to explore what people already know, believe, and care about.
•Explore the media diet of the audience. Are they literate? Do they listen to radio? Do they read any publication regularly? This will help define the strategy and choice of media.
•Build the strategy on how to obtain access to Variety of media.
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The main themes
• People, and communities• Interaction, and dialogue• Information, and accessibility• Technology, and integration
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Your diagnosis is an understanding of the challenge to be overcome…
…allowing you to channel resources to most effectively meet that challenge
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Innovative thinking should be proactive first and reactive second...
Once a strategy is in place, reactive thinking can become more meaningful...
It provides the backbone for our actions so we can be confident that we’re reacting in the right way.
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Cust
omer
s • Common Characteristics
• Demographics
• Technical Ability
• Interests
• Geographic Location
Influ
ence
rs • Staff Members
• Family Members
• Journalists
• Bloggers
• Politicians
Part
ners • Allied Industries
• Other regions
• Suppliers
• Funders Investors
• Competitors
C I P
Identifying your Community
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Approach• Visibility
... need to be visible to the target audience• Credibility
...“Don’t teach the audience, involve them”• Value
...establish a “What’s in it for me?” factor• Personality
...everything should be consistent with the strategy• Responsiveness
...are they setup to deal with responses
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Measuring results• Link to your aims• Benchmark at the start• Establish Key Performance Indicators (KPIs)• Review results regularly • Tweak approach accordingly
“Not everything that counts can be measured. Not everything that can be measured counts.”
Albert Einstein
