Promoting Rational Drug Use in the Community

1. Promoting Rational Drug Use in the Community Linking research to intervention

2. Objectives • See the link between participatory research and communication interventions to address community drug problems • Understand some core principles for communication interventions • Have an overview of the different kinds of strategies that are needed to develop communication interventions • Understand the benefits of combining methods and strategies Linking research to intervention Promoting Rational Drug Use in the Community

3. Steps in an effective communication intervention Linking research to intervention Promoting Rational Drug Use in the Community

4. What is communication? • 125 definitions (and the list is growing by the day…) • a process for partnership and participation that is based on two-way dialogue, where there is an interactive interchange of information, ideas, techniques and knowledge between senders and receivers of information on an equal footing, leading to improved understanding, shared knowledge, greater consensus, and identification of possible effective action. Linking research to intervention Promoting Rational Drug Use in the Community

5. Different theories and models • IEC – information, education and communication • BCC – behaviour change communication • Participatory communication • Social change communication • UNAIDS HIV/AIDS communication framework • Moving from one way flows to interactive dialogue Linking research to intervention Promoting Rational Drug Use in the Community

6. 5 contextual domains (UNAIDS) • Government policy • Socio-economic status • Culture • Gender relations • Spirituality Linking research to intervention Promoting Rational Drug Use in the Community

7. Four main strategies • Educational • Managerial • Regulatory • Creating an enabling environment Linking research to intervention Promoting Rational Drug Use in the Community

8. Benefits of community participation • Emphasises community rather than individuals • Makes programmes relevant to local situation • Ensures community motivation and support • Improves take-up of services • Promotes self help and self reliance • Improves communication between health workers and community • Enables the development of primary health care Linking research to intervention Promoting Rational Drug Use in the Community

9. Checklist on community involvement • Was the community’s own view of its needs identified? • What social organisations exist and how are they involved? • Is there a mechanism for dialogue between health personnel and community leadership? • Are deprived groups adequately represented? • Are local resources used? • Was the community involved in evaluation? Linking research to intervention Promoting Rational Drug Use in the Community

10. Community empowerment approach The goal of health communication should go beyond just giving facts. It should promote dialogue and empowerment An empowered person: • Has the understanding to make informed choices • The necessary skills to implement the choices • The confidence that he/she can change his/her situation. Linking research to intervention Promoting Rational Drug Use in the Community

11. Choice of methods • Face-to-face methodsone-to-one, group, large group, meetings, patient education, schools • Performance media • folk media, theatre, music, dance • Mass mediaradio, TV, newspapers, billboards, posters, magazines, electronic • Print and support activities educational materials,leaflets, wallcharts, videos, training Any one of or a combination of these groups of methods Linking research to intervention Promoting Rational Drug Use in the Community

12. Selection of methods and setting Characteristics of target groups The communication objectives Your resources and access to media (organisational factors) Selection of methods and setting Linking research to intervention Promoting Rational Drug Use in the Community

13. A communication plan in Pakistan • From cows to salt … what the research found • Identifying strategies? • Identifying methods? • Who needed to be involved? • What can be learned? Linking research to intervention Promoting Rational Drug Use in the Community

14. Communication objectives at different stages People can move through stages before adopting a new behaviour Methods such as mass media are useful at the early stage for promoting awareness and interest Face-to-face methods may be needed to build on awareness and convince people to change behaviour unaware of issue awarenessof issue interest in changing behaviourtrying it outchanging behaviourmaintaining change Linking research to intervention Promoting Rational Drug Use in the Community

15. Target groups secondary target groups persons with influence over the primary target groups - gate-keepers primary target groups persons making the decisions for themselves Linking research to intervention Promoting Rational Drug Use in the Community

16. Organisational characteristics Availability/accessibility to mass media at the level you are working at Institutional capacity/skills within your own service/organisation Resources you can draw upon in other services and NGOs Funds available Equipment availability, maintenance facilities, need for electricity Decisions on method also depend on what methods you are able to use Linking research to intervention Promoting Rational Drug Use in the Community

17. What can be achieved Short termknowledge,skills, awareness Will depend on the complexity of behaviour, its reinforcement in culture, the presence/absence of opposing forces and the resources at your disposal Medium term 5 yrs behaviour change Longer term <5 yrs Change in health Linking research to intervention Promoting Rational Drug Use in the Community

18. Summary • Effective communication combines strategies and methods • Community involvement and participation is essential • Ask yourself: does this work? Is communication happening? How can I increase the impact by the way we do the communication intervention? Do we have a communication process embedded in our communication products? Linking research to intervention Promoting Rational Drug Use in the Community