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Friday, 08 January 2016 09:55

Building Cohesion for SBCC through an Integrated Campaign Platform

The Communication for Health project held a consultative workshop in Addis Ababa to develop draft framework for the project’s Integrated Campaign Platform (ICP) and the related media interventions. Representatives from the Ministry of Health, implementing partners and members of the project team took part in the workshop to map the way forward with the ICP. The broader objectives for the ICP are improving knowledge and attitudes to increase to high impact health practices/behaviors; increasing social support within households and communities for beneficial health practices; strengthening the capacity of frontline providers (HDAs, HEWs) to effectively educate, motivate and counsel households and clients; and increasing uptake and demand for selected services.

The workshop was held in two parts, the first focusing on the current health context in the country, behavioral barriers, audiences and media opportunities from 9 - 11 December 2015. Based on these discussions, participants developed potential overarching concepts for or the ICP. The second part of the workshop was held on 15 and 16 December, and examined the landscape and structure through which the campaign will be rolled out. This two-day process included mapping of the health system and roles related to SBCC, as well as the current scope of relevant partner activities. On December 16, senior officials from the Ministry, the USAID Management Team for the Communication for Health Project, and Project Directors of Implementing Partners were invited for a short presentation on the outputs of the consultative process.

This consultative workshop was successful in drafting a communication framework using health and demographic data for better understanding of the context and landscape in the six health areas that the project is currently engaged in (RMNCH, TB, malaria, PMTCT, WASH and nutrition). The project team was able to identify potential barriers that will be explored further to come up with some initial concepts and creative ideas. The full report on the Integrated Campaign Strategy workshop and Draft media plan will be available to partners once finalized.

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