Artikel Ilmu Komunikasi

It is evident from the above that the Epi communication strategy in Bangladesh took quite a departure from what is usually understood as social marketing. The striking difference was the wide range of partners who became fully involved in the programme through communication and motivational activities. The process did not merely consist of planned mass media and field-based communications. Some of the activities were quit opportunistic. The social mobilization model is more concerned with action than control. It is assumed that unless and until there is very wide-scale ownership in a programme thrust. There will be little chance of wide-scale adoption. However, this is not to say that all of the activities were ad hoc. The creation and dissemination of the moni logo, previously described, was part of a planned and researched social marketing strategy. There are also many other examples as illustrated in the box on page 131.
Research revealed that in urban areas, were living patterns and therefore interpersonal communication channels are very different from rural areas, people were simply not getting information on the place and time of immunization sessions. Further research revealed that public address systems carried by rickshaws are an effective method of getting this information to potential beneficiaries.
An attempt was made to use Muslim religious leaders (imams) as a channel for communicating Epi and other child survival and development massages. Thousands of imam information packages, including supportive Koranic messages, were printed and distributed throughout the country with help from the Islamic Foundation and Worldview International Foundation. However, research revealed that there were many bottle-necks in the distribution system, the information package was too general in nature to be of much help in the Epi programme and comparatively few imams received a proper orientation on use of the information.

Ept Programme Communication

•Moni logo development and wide dissemination
•TV/radio spots for awareness/demand creation and specific programme information
•Interpersonal communication by vaccinators backed by flip-charts and flash-cards. Ept bookmarks for students
•Site markers and flags for outreach sites and fixed centres
•Miking : Announcements of place and time of immunization via public address systems on rickshaws, Other vehicles, Mosque, Etc.
•Imam information packet and orientations on, Ept
•Village theater, folk poets
•Posters and rickshaw plates

It was also determined that imams wanted full training as para-medical service people and looked forward to monetary compensation for their services. They also wanted acces to medicines. These factors proved problematic for their direct involvement in the programme. It was decide that it would be best to concentrate imams’ efforts on other programmes such as the drive for increased sanitation coverage and the use for Islamic schools in primary education.
The most popular communication form in Bangladesh remains poetry and theatre. Village theatre on the immunization theme was organized throughout the country and broadcast on television. An assessment of the programme showed that people readily gained information from this communication from. However, there is little knowledge of the effect of these channels on behavior change.
Posters and signs bearing Epi messages were produced, field-tested and disseminated to sub-district and lower-level health facilities and outreach sites. However, feedback revealed that there was an over-reliance on such printed material, there were problems in distribution channels and often posters were not used in an effective manner.
However, results of basic communication questions on the 1991 coverage evaluation survey provide new insight into needed future directions (see pages 133 and 134). It is evident from these results that, although television has some impact in urban areas, the most important sources of information and persuasion remain interpersonal. A number of studies have revealed that television is most important for reaching middle and upper-middle class people in urban areas with Epi message, people who may be trend-setters or may have influence on national policy. There is some reach of television into urban slums and fringe areas but the extent of this remains in the 20 to 30 percent range.
Radio reaches more people than television with Epi messages in rural areas but good data is not available. Radio appears to have about the same importance as television in urban slums. Likewise, drama and song appear to be the most popular radio format. However, even if radio has a better reach, there is anecdotal evidence that it is less attended to than television and therefore has less programme impact.