Mass Media [As a Polio Communication Strategy]

This PowerPoint presentation was prepared for a March 2007 United Nations Children's Fund (UNICEF)-hosted meeting dedicated to examining polio communication efforts, in the context of the final global push towards polio eradication. State-specific presentations for India's polio-endemic states (Uttar Pradesh and Bihar) were given by in-country communication and health practitioners. These were assessed by an external Technical Advisory Group (TAG) panel of experts who provided communication strategy recommendations based on evidence presented and data gathered on field-visits to endemic states. Due to time constraints, this series of slides was never fully presented, although the TAG panel did take into account the data they contain when formulating recommendations. Communication strategies presented at this meeting were primarily focused on:

1. Analysing the results of programmes implemented to March 2007.
2. Detailing activities on national and sub-national levels, specific to social mobilisation, community engagement, underserved areas and media and political advocacy strategies.
3. Suggesting a planned communication programme for the next 6- to 12-month period, designed to support India's polio eradication efforts in the event of a resurgence of cases or population/programme fatigue.

This presentation gives an overview of mass media activities for polio communication in India in terms of: rationale and approach; research design; media engagement; and future considerations.

The polio communication approach to mass media in India has been geared towards keeping polio at the forefront in the minds of the general population, through calls to action and date notification. Presently, 10-13% of the overall polio communication budget is allocated to mass media. The mass media campaign has focused on 10 districts in western Uttar Pradesh and all districts in Delhi, addressing parents of children below 5 years of age. Of 3,158 parents interviewed in January 2007, almost 74% of them had seen mass media campaign ads. Those exposed to the campaign are shown to be significantly more likely to immunise their children at vaccination booths.

Efforts have also been made to identify celebrities that are most preferred and exert the most influence on immunisation behaviour according to respondents. Amitabh Bacchhan was seen to be widely popular and potentially successful in eliciting responses during the pulse polio campaign. According to the presenters, activities to engage more proactively with the media have yielded encouraging results. Significantly higher reach, booth compliance and message recall have been seen in areas where the campaign is active. However, an analysis of tonality of media content between 2006-2007 shows a persistent high number of negative stories.

In conclusion, the following steps forward for India's mass media campaign were discussed:

1. Enhanced coordination mechanisms for media engagement.
2. Development of a quarterly plan of action.
3. Linking with advocacy initiatives.

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