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Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: an exploratory study.

Identifieur interne : 000C64 ( Main/Exploration ); précédent : 000C63; suivant : 000C65

Community perceptions of behaviour change communication interventions of the maternal neonatal and child health programme in rural Bangladesh: an exploratory study.

Auteurs : Atiya Rahman [Bangladesh] ; Margaret Leppard [Royaume-Uni] ; Sarawat Rashid [Bangladesh] ; Nauruj Jahan [Bangladesh] ; Hashima E. Nasreen [Bangladesh]

Source :

RBID : pubmed:27530405

Descripteurs français

English descriptors

Abstract

BACKGROUND

This qualitative study explored community perceptions of the components of the behaviour change communication (BCC) intervention of the BRAC Improving Maternal, Neonatal and Child Survival (IMNCS) programme in rural Bangladesh.

METHODS

Semi-structured interviews, key informant interviews, focus group discussions and informal group discussions were conducted to elicit community views on interpersonal communication (IPC), printed materials, entertainment education (EE) and mass media, specifically (a) acceptance of and challenges presented by different forms of media, (b) comprehensibility of terms; printed materials and entertainment education and (c) reported influence of BCC messages.

RESULTS

IMNCS BCC interventions are well accepted by the community people. IPC is considered an essential aspect of everyday life and community members appreciate personal interaction with the BRAC community health workers. Printed materials assisted in comprehension and memorization of messages particularly when explained by community health workers (CHW) during IPC. Enactment of maternal, neonatal and child health (MNCH) narratives and traditional musical performances in EE helped to give deep insight into life's challenges and the decision making that is inherent in pregnancy, childbirth and childcare. EE also improved memorization of the messages. Some limitations were identified in design of illustrations which hampered message comprehension. Some respondents were unable to differentiate between pregnancy, delivery and postpartum danger signs. Furthermore some women were afraid to view the illustrations of danger signs as they believed seeing that might be associated with the development of these complications in their own lives. Despite these barriers, participants stated that the IMNCS BCC interventions had influenced them to take health promoting decisions and seek MNCH services.

CONCLUSIONS

Community based maternal and newborn programmes should revise BCC interventions to strengthen IPC, using rigorously tested print materials as aids and stand-alone media. Messages about birth preparedness (especially savings), recognition of danger signs and immediate self-referral to biomedical health services should be carefully aligned and effectively delivered to women, men and older members of the community. Messaging should utilize gendered storyline and address the seasonal cycles of conception, birth, antenatal, post-natal care and childhood illnesses. Future research should identify how best to combine IPC, printed materials, traditional cultural forms, and incorporate use of social media and mass media in different field situations.


DOI: 10.1186/s12913-016-1632-y
PubMed: 27530405
PubMed Central: PMC4987986


Affiliations:


Links toward previous steps (curation, corpus...)


Le document en format XML

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<term>Child Health (MeSH)</term>
<term>Child, Preschool (MeSH)</term>
<term>Communication (MeSH)</term>
<term>Community Health Workers (MeSH)</term>
<term>Female (MeSH)</term>
<term>Focus Groups (MeSH)</term>
<term>Health Knowledge, Attitudes, Practice (MeSH)</term>
<term>Health Promotion (MeSH)</term>
<term>Humans (MeSH)</term>
<term>Infant Health (MeSH)</term>
<term>Infant, Newborn (MeSH)</term>
<term>Interviews as Topic (MeSH)</term>
<term>Male (MeSH)</term>
<term>Maternal Health Services (MeSH)</term>
<term>Patient Acceptance of Health Care (MeSH)</term>
<term>Pregnancy (MeSH)</term>
<term>Prenatal Care (MeSH)</term>
<term>Qualitative Research (MeSH)</term>
<term>Rural Population (MeSH)</term>
<term>Young Adult (MeSH)</term>
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<term>Acceptation des soins par les patients (MeSH)</term>
<term>Adulte (MeSH)</term>
<term>Agents de santé communautaire (MeSH)</term>
<term>Bangladesh (MeSH)</term>
<term>Communication (MeSH)</term>
<term>Connaissances, attitudes et pratiques en santé (MeSH)</term>
<term>Enfant d'âge préscolaire (MeSH)</term>
<term>Entretiens comme sujet (MeSH)</term>
<term>Femelle (MeSH)</term>
<term>Grossesse (MeSH)</term>
<term>Groupes de discussion (MeSH)</term>
<term>Humains (MeSH)</term>
<term>Jeune adulte (MeSH)</term>
<term>Mâle (MeSH)</term>
<term>Nouveau-né (MeSH)</term>
<term>Population rurale (MeSH)</term>
<term>Prise en charge prénatale (MeSH)</term>
<term>Promotion de la santé (MeSH)</term>
<term>Recherche qualitative (MeSH)</term>
<term>Santé de l'enfant (MeSH)</term>
<term>Santé infantile (MeSH)</term>
<term>Services de santé maternelle (MeSH)</term>
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<term>Adult</term>
<term>Bangladesh</term>
<term>Child Health</term>
<term>Child, Preschool</term>
<term>Communication</term>
<term>Community Health Workers</term>
<term>Female</term>
<term>Focus Groups</term>
<term>Health Knowledge, Attitudes, Practice</term>
<term>Health Promotion</term>
<term>Humans</term>
<term>Infant Health</term>
<term>Infant, Newborn</term>
<term>Interviews as Topic</term>
<term>Male</term>
<term>Maternal Health Services</term>
<term>Patient Acceptance of Health Care</term>
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<term>Adulte</term>
<term>Agents de santé communautaire</term>
<term>Bangladesh</term>
<term>Communication</term>
<term>Connaissances, attitudes et pratiques en santé</term>
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<term>Entretiens comme sujet</term>
<term>Femelle</term>
<term>Grossesse</term>
<term>Groupes de discussion</term>
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<term>Jeune adulte</term>
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<term>Nouveau-né</term>
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<term>Prise en charge prénatale</term>
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<b>BACKGROUND</b>
</p>
<p>This qualitative study explored community perceptions of the components of the behaviour change communication (BCC) intervention of the BRAC Improving Maternal, Neonatal and Child Survival (IMNCS) programme in rural Bangladesh.</p>
</div>
<div type="abstract" xml:lang="en">
<p>
<b>METHODS</b>
</p>
<p>Semi-structured interviews, key informant interviews, focus group discussions and informal group discussions were conducted to elicit community views on interpersonal communication (IPC), printed materials, entertainment education (EE) and mass media, specifically (a) acceptance of and challenges presented by different forms of media, (b) comprehensibility of terms; printed materials and entertainment education and (c) reported influence of BCC messages.</p>
</div>
<div type="abstract" xml:lang="en">
<p>
<b>RESULTS</b>
</p>
<p>IMNCS BCC interventions are well accepted by the community people. IPC is considered an essential aspect of everyday life and community members appreciate personal interaction with the BRAC community health workers. Printed materials assisted in comprehension and memorization of messages particularly when explained by community health workers (CHW) during IPC. Enactment of maternal, neonatal and child health (MNCH) narratives and traditional musical performances in EE helped to give deep insight into life's challenges and the decision making that is inherent in pregnancy, childbirth and childcare. EE also improved memorization of the messages. Some limitations were identified in design of illustrations which hampered message comprehension. Some respondents were unable to differentiate between pregnancy, delivery and postpartum danger signs. Furthermore some women were afraid to view the illustrations of danger signs as they believed seeing that might be associated with the development of these complications in their own lives. Despite these barriers, participants stated that the IMNCS BCC interventions had influenced them to take health promoting decisions and seek MNCH services.</p>
</div>
<div type="abstract" xml:lang="en">
<p>
<b>CONCLUSIONS</b>
</p>
<p>Community based maternal and newborn programmes should revise BCC interventions to strengthen IPC, using rigorously tested print materials as aids and stand-alone media. Messages about birth preparedness (especially savings), recognition of danger signs and immediate self-referral to biomedical health services should be carefully aligned and effectively delivered to women, men and older members of the community. Messaging should utilize gendered storyline and address the seasonal cycles of conception, birth, antenatal, post-natal care and childhood illnesses. Future research should identify how best to combine IPC, printed materials, traditional cultural forms, and incorporate use of social media and mass media in different field situations.</p>
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<AbstractText Label="METHODS">Semi-structured interviews, key informant interviews, focus group discussions and informal group discussions were conducted to elicit community views on interpersonal communication (IPC), printed materials, entertainment education (EE) and mass media, specifically (a) acceptance of and challenges presented by different forms of media, (b) comprehensibility of terms; printed materials and entertainment education and (c) reported influence of BCC messages.</AbstractText>
<AbstractText Label="RESULTS">IMNCS BCC interventions are well accepted by the community people. IPC is considered an essential aspect of everyday life and community members appreciate personal interaction with the BRAC community health workers. Printed materials assisted in comprehension and memorization of messages particularly when explained by community health workers (CHW) during IPC. Enactment of maternal, neonatal and child health (MNCH) narratives and traditional musical performances in EE helped to give deep insight into life's challenges and the decision making that is inherent in pregnancy, childbirth and childcare. EE also improved memorization of the messages. Some limitations were identified in design of illustrations which hampered message comprehension. Some respondents were unable to differentiate between pregnancy, delivery and postpartum danger signs. Furthermore some women were afraid to view the illustrations of danger signs as they believed seeing that might be associated with the development of these complications in their own lives. Despite these barriers, participants stated that the IMNCS BCC interventions had influenced them to take health promoting decisions and seek MNCH services.</AbstractText>
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