FOR IMMEDIATE RELEASE
March 10 , 2006

Strategic Communication Essential for Successful Child Survival Programs

New Report from AED, Hopkins Examines Challenges and Successes

WASHINGTON —Strategic communication can make the difference in the impact and reach of child survival programs, according to a new UNICEF-supported report from the Academy for Educational Development (AED) and Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs (CCP).

The report – Behavior Change Perspectives and Communication Guidelines on Six Child Survival Interventions — analyzes behavioral issues related to child survival programs for newborn health, childhood immunization, diarrheal disease, malaria, acute respiratory infection (ARI), and nutrition.

“Including strategic communication in child survival programming can help substantially improve the health of children living in the developing world,” said the report’s author, Renata Seidel, communications manager for AED's Global Health, Population, and Nutrition Group. “We have seen the power of communication in affecting the practices of families and health providers, as well as the actions taken by those with the power to change policies."

According to the report, communication strategies must go beyond creating demand for a product or service.  Research into the barriers families face, and the benefits they associate with different health-related behaviors, should shape approaches. Strategies must also go beyond targeting the parent or family.  Many other audiences and actors may deserve equal or greater attention, depending upon where problems—and promise of solutions—lie. Finally programmers should go beyond a focus on individuals and develop strategies that mobilize communities and lead to collective action and real social change.

Each of the six child health issues is covered in individual chapters. However, the book takes into consideration the interrelated and overlapping nature of many child health issues. Each chapter includes a summary and an extensive list of references and resources. The chapters also include mini-case studies that illustrate communication successes and challenges.

The report is available in a limited number of hard copies as well as electronically at http://www.globalhealthcommunication.org. To order a hard copy, contact orders@jhuccp.org or visit http://www.jhuccp.org/pubs/. 

Founded in 1961, the Academy for Educational Development (AED) is an independent, nonprofit organization committed to solving critical social problems and building the capacity of individuals, communities, and institutions to become more self-sufficient. AED works in all the major areas of human development, with a focus on improving education, health, and economic opportunities for the least advantaged in the United States and developing countries throughout the world. www.aed.org.

With representatives in more than 30 countries, CCP partners with organizations worldwide to design and implement strategic communication programs that influence political dialogue, collective action, and individual behavior change; enhance access to information and the exchange of knowledge to improve health and health care; and conduct research to guide program design, evaluate impact, and advance knowledge and practice in health communication. www.jhuccp.org

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