Research Support to Develop Communication Campaign for RNTCP

This 6-page executive summary describes the process, and findings of the ‘baseline study’ conducted in nine representative states of India to benchmark various aspects related to Tuberculosis (TB) before the design, development and launch of a nationwide mass media campaign on TB.

The summary describes the efforts of the Revised National Tuberculosis Control Programme (RNTCP) to address the limitations of the earlier National Tuberculosis Programme (NTP) in India.

A multi-stage random sampling procedure was used for selecting 9 states and 18 districts in urban rural locations and sampling was carried out in consultation with the Central TB Division of the Ministry of Health and World Health Organization. This baseline study, which was formulated to give direction to the mass media campaign IEC strategy, was conceptualised as a process, covered 1444 beneficiaries, 180 opinion leaders and 211 health service providers. A 50:50 ratio between male female beneficiaries and health service providers was attempted. Approximately 23% of the beneficiaries across the states were illiterate but the opinion leaders were mostly literate and the majority of individuals were graduates.

The summary describes TB as the single largest infectious cause of death in the world, accounting for about 500,000 deaths per year in India alone. The study indicates a general awareness of symptoms on the part of the population but the community, opinion leaders and even the doctors quite “alarmingly” considered coughing up blood a symptom. The study highlighted that about 15% of the community was totally unaware of how TB spreads associating it with unsafe sex, defecation in open places and unhygienic living conditions.



The study indicates that precautions suggested by doctors to their patients include covering the face while coughing, using separate utensils and not spitting anywhere.



The responses of the beneficiaries reflecting gender bias and discrimination in relation to the treatment of TB was contrary to the hypothesis that ‘there still exists considerable gender bias in society’; however according to the summary, opinion leaders and health care providers contend that discrimination still exists.



When the respondents were asked what kind of information they would like to have on TB, the majority asked for prevention, precaution and treatment. Based on the above findings a communication strategy was developed and submitted to RNTCP.

Please contact Ms. P N Vasanti: pnvasanti@cmsindia.org for the 6-page Executive Summary of this Baseline Study.