WEBVTT

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HUMARYA BINTE ANWAR:
So now I would

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like to give you a lecture
regarding health communication

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and behavior change.

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Before starting, let's
have a warm-up session.

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Let me begin with asking you
a very simple question that,

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did you brush your
teeth in this morning?

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If, yes, why did you do that?

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Have you done any
literature review

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to know about the positive
signs of brushing teeth?

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Well, I guess you
didn't, because it

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has become a habit to you.

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And the credit goes to the
effective health communication

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from the dentist and toothpaste
production factories.

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But how many of us
know that we should

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wash the hands more
than 10 times a day

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and it includes 11 steps?

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Well, it's only because
the message was not

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effectively conveyed.

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And it couldn't turn
into a routine practice,

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like teethbrushing.

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But even knowledge is not always
sufficient for behavior change.

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In fact, studies have
shown that even doctors who

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know about the importance of
handwashing don't do it either.

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In early days,
health communication

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was more related to
only health education,

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but now it has shifted towards
behavior and social change.

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This growth was stimulated
by the AIDS epidemic starting

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in 1985 when there was no
antiretroviral treatment

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and the only option was
social and behavior change.

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Therefore, the Center for
Disease Control and Prevention

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has come up with a definition
of health communication

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that it is a study and use
of communication strategies

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to inform and influence
individual decisions that

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enhance health.

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Health communications
strategies allow

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all types of health staffs,
health educators, nonprofits,

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government agencies, and others
to disseminate information

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that can positively influence
personal and community health

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behaviors and choices.

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So why do we need
health communication?

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It's to mobilize the community,
implementing health programs,

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and to coordinate with
the different stakeholders

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and finally, to create
behavior change.

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Now let's discuss about
the communications

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strategy for polio eradication.

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The eradication of polio depends
on the success of our health

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workers in the field, where they
interact with the caregivers

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and convince them
for vaccination.

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The figure shows that the
way that the Global Polio

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Eradication Initiative
thinks about how parents make

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decisions about vaccination.

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First is the awareness,
when the caregiver

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is aware of polio, the
associated risk, the vaccine,

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campaigns, and
health worker visits.

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Second is the resonance, when
the caregiver understands

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the importance, safety,
and efficacy of the vaccine

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due to effective communication.

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Third is the consideration,
when the caregiver

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has assessed their beliefs
regarding polio vaccination

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and has developed the
intent to vaccinate.

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Fourth is the health
worker contact,

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which is critical to success.

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Caregivers will be more likely
to vaccinate their child

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if they recognize
the health workers

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as honest and moral individuals.

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And then if the health worker
is successful to convince

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her caregivers vaccination
can be achieved.

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Sixth is the rapid
vaccination loop.

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Every repeat vaccination
is an opportunity

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for either a new rejection
or continued protection.

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Finally, is the
peer-to-peer advocacy,

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where we want to encourage
people to talk with neighbors,

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relatives, and community members
about the dangers of polio,

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other vaccine preventable
diseases, and the importance

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of vaccination.

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So how will this
change the behavior?

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There are several
behavior change,

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theories that help
us to understand

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why people act the way they
do and why behavior change.

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The theory also guide
designing social and behavior

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communication change programs.

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In polio eradication, the
social-ecological model

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framework was used, because
the model provides guidance

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for developing successful
programs, social environment,

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emphasizing multiple levels of
influence, such as individual,

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interpersonal, organizational,
community, and policy, which

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is very much critical for
such a big program like polio

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eradication.

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In the next module of
community engagement,

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we will focus on the
organization and policy level.

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In this module, we are focusing
on individual, interpersonal,

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and community levels only.

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There are some guiding
principle for GPEI communication

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strategy.

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We'll be doing through
some strategies for each

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of these principles,
understanding their importance

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in polio eradication.

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