Managing a communication program on immunization.

The Metro Manila (Philippines) Measles Vaccination Campaign is presented as a case study for program manager health center staff and health educators to guide them in developing communication programs. Specifically it lays out a decision making methodology and the methodology can be used for any health intervention. The first step is an assessment of communication needs of the Expanded Program on Immunization. Identification of the target audience and channels of communication are part of this assessment. A communication planning workshop and a baseline study of the low income mothers and their interaction with staff of the 331 health centers enables the communication team to identify opportunities and obstacles. The communication plan defines the target audience the health intervention (measles vaccination for 9-12 month olds) the main benefit to mother and child communication channels (face to face communication television radio and print materials) and objectives. Health workers help plan the campaign. The team also prepares a monitoring and research plan. The third step is developing pretesting materials and perfecting the plan. The team uses focus group discussions to pretest the effectiveness of using young movie stars as spokespersons for measles. Health workers attend orientation sessions to become familiar with ways to achieve campaign objectives and to motivate them to please mothers (customers). Health center leaders attend sales conferences. Step 4 is implementation. Political leaders endorsement of the campaign and a press conference kick off the campaign. The last step is evaluation of the campaign to determine whether the campaign meets its objectives. Various surveys indicate that the campaign is indeed effective (e.g. measles coverage increased from 22.9-45.1%). The results allow campaign managers to develop strategies for long-term communications intervention resulting in sustaining behavior change.