WEBVTT

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HUMAYRA BINTE ANWAR:
Principal 2, that is,

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humanize our health
workers by emphasizing

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their social and
emotional depth.

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This is an unusual objective
for a communication program.

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So why does it exist?

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There are several reasons why
these goals became a priority

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for the polio program.

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In some context,
upper class people

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were refusing polio
drops because they

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felt that lower class polio
workers should not be giving

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vaccines to their children.

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In Pakistan, lady
health workers,

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like the one shown
in the picture,

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were unfortunately
murdered by militants.

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More than 50 local health
workers were murdered.

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Therefore, humanizing
health worker

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is one way of gaining public
support for the program

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and appreciating for the risk
this brave woman were taking.

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Even beyond these issues,
when health workers

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who go door-to-door are greeted
with kindness and respect,

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it makes their job much more
enjoyable and rewarding,

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and motivates them as well.

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But why this violence
are taking place?

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We can see from the survey
data shown in the picture

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that there was a huge trust gap
for vaccinations in many places

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that provoked the community
to attack the health workers.

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So how could health
communication

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help build trust
in health workers?

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What are some strategies
that might work here?

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The best answer
would be, you need

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to be hiring the right people
whom the community trusts.

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Here is an example of a poster
for a polio campaign chosen

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to highlight the health worker.

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In some markets, there were
also TV spots highlighting

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the health workers' commitment.

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Let's watch a video regarding
the hardworking health

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workers in India who worked for
making the country polio free.

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So now let's pause
the presentation

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and just go to
the link provided.

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How does this piece
from India, including

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famous voice of
Amitabh Bachchan,

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humanize the health worker?

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In the next session,
we will talk

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about how these kinds of
ads might fit into a broader

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communications strategy.

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