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Shaping Demand and Practices to Improve Family Health Outcomes

Shaping Demand and Practices to Improve Family Health Outcomes
Designing a Behavior Change Communication Strategy in India, Volume I: Uttar Pradesh, Volume II: Bihar

First Edition
Two Volume Set
Edited by:

July 2012 | 708 pages | SAGE India
Maternal and child-health indicators have remained poor in northern India, with various factors contributing to the continued mortality and morbidity. Communication strategies play a powerful role in addressing the barriers to, and shaping demand for, the adoption of preventive health practices.

These two volumes, covering UP and Bihar respectively, provide valuable information on family dynamics that could be used to develop a comprehensive behavior change communication (BCC) strategy on family health in northern India. The study focuses on increasing the adoption of eight family-health behaviors that have a significant bearing on Millennium Development Goals.

Funded by the Bill and Melinda Gates Foundation and conducted by experts in the field, it is perhaps for the first time that a BCC study has been designed on such a comprehensive scale, based on evidence generated from large, formative studies to identify the barriers and factors facilitating the adoption of family-health behaviors. Unlike most BCC studies that are based on cognitive theories of behavior change, this study, which integrates the broader social context, media choices, program structure, and audience interaction that influence the target behaviors, will be a valuable and timely resource for policy makers, program implementers, researchers, and field-level persons alike.
Part One: Findings From The Formative Study
Increasing Institutional Delivery and Access to Emergency Obstetric Care Services

Deepthi S Varma, M E Khan, and Avishek Hazra
Increasing Postnatal Care for Mothers and Newborns

Deepthi S Varma, M E Khan, and Avishek Hazra
Increasing Early and Exclusive Breastfeeding

Kumudha Aruldas, M E Khan, and Avishek Hazra
Increasing Appropriate Complementary Feeding

Kumudha Aruldas, M E Khan, and Avishek Hazra
Increasing Postpartum Contraception

Shruti Goel, Isha Bhatnagar, M E Khan, and Avishek Hazra
Increasing Compliance to Immunization

Jaleel Ahmad, M E Khan, and Avishek Hazra
Future Demand for Maternal and Child Health Services from Public Health Facilities in Uttar Pradesh

F Ram, Usha Ram, and Abhishek Singh
Part Two: Exploring Partnerships
Reach of Media and Interpersonal Communication in Rural Uttar Pradesh

Deepika Ganju, Isha Bhatnagar, Avishek Hazra, Shan Jain, and M E Khan
Media Perspectives on Partnerships to Address Family Health Outcomes in Northern India

N Ramakrishna and Venu Arora
Role of Advertising Agencies in Behavior Change Communication

Shalini Prasad and Manisha Singh
Role of Information and Communication Technologies in Accelerating the Adoption of Healthy Behaviors

Atanu Garai and Ramakrishnan Ganesan
Role of the Corporate Sector in Promoting Family Health in Uttar Pradesh

Ramnik Ahuja, Debasis Bhattacharya, Roopali Bhargava, and Deepika Ganju
Part Three: Communication Plan
Behavior Change Communication Plan for Selected Target Behaviors

M E Khan, Kumudha Aruldas, Deepika Ganju, Deepthi S Varma, Avishek Hazra, Jaleel Ahmad, and Isha Bhatnagar
Kumudha Aruldas and Shruti Goel
Development Partners and International NGOs Assist in Strengthening the Health Sector in Bihar: An Overview
Avishek Hazra and M E Khan
Trend and Status of the Eight Target Behaviors: from Secondary Data Analysis
Qualitative Study of Eight Target Behaviors

Kumudha Aruldas, Deepthi S Varma, Avishek Hazra, Jaleel Ahmad, Isha Bhatnagar, Shruti Goel, and M E Khan
Future Demand for Maternal and Child Health Services from Public Health Facilities in Bihar

F Ram
Reaching Audiences in Rural Bihar: A Situation Analysis of Alternative Modes of Communication and Challenges

Isha Bhatnagar, M E Khan, and Avishek Hazra
Priorities of the Press: A Content Analysis of Social and Developmental Issues Covered by Newspapers

Isha Bhatnagar and M E Khan
Media Perspectives on Target Behaviors and Possibility of Partnering in a Communication Strategy

M E Khan and Isha Bhatnagar
Reach and Use Pattern of Mobile Phones in Rural Bihar: Current Scenario and Future Prospects

M E Khan, Avishek Hazra, and Jaleel Ahmad
Information and Communication Technologies in Bihar's Health Sector: A Review of Projects and Future Directions

Atanu Garai

M. E. Khan

M E Khan, Ph.D., is Senior Program Associate at Population Council, Delhi, India, and the lead person for reproductive health research. He has over 35 years of research experience with expertise in undertaking operations research to improve service delivery in maternal and child care, family planning, safe motherhood, and abortion. Scaling up of successful interventions and capacity building of young professionals are his other passions. Earlier, as Regional Director, Asia and Near East Counties, of FRONTIERS Program of Population Council, he has worked in many countries. Before joining Population Council in 1990, he was General Manager of... More About Author

Gary L. Darmstadt

Usha Kiran Tarigopula

Usha Kiran Tarigopula works as the Deputy Director, Global Health Program, at the India Country Office of the Bill & Melinda Gates Foundation in New Delhi. Usha leads the foundation’s state-based programs in India with focus on Bihar and UP, and supports a number of Gates Foundation–backed efforts under the global health and synergies between global health and global development agenda. With a Master’s degree in Foods and Nutrition, Usha has 20 years of management and leadership experience with large health and development programs in India. Earlier, she worked with Care India as Senior Program Director for the Reproductive and Child... More About Author

Deepika Ganju

Deepika Ganju is Senior Program Officer with the Population Council’s HIV and AIDS Program in India. Prior to this, she was with the Council’s Reproductive Health Program. Before joining the Council, Deepika was an independent consultant working on areas of health and social development, in issues concerning youth, reproductive and sexual health, poverty alleviation, and water and sanitation. She has documented and conducted research on these issues and has also been associated as a writer and technical editor with the publication of books, journal articles, policy briefs, program advisory notes, newsletters, and field notes on these issues. More About Author

France Donnay

France Donnay, MD, FACOG, FRCOG, MPH, is the Strategic Program Lead for Maternal, Neonatal and Child Health at the Bill & Melinda Gates Foundation, Seattle, USA. She joined the foundation in 2008. Dr Donnay practiced obstetrics and gynecology in public and private hospitals as well as family planning clinics in Brussels for 15 years. Often she also worked as a consultant to the WHO, World Bank, and United Nations Population Fund (UNFPA). As a maternal and child health (MCH) specialist with Doctors without Borders, she practiced in places such as Chad and Cambodia. She was Visiting Professor at the Institute of Tropical Medicine in... More About Author

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ISBN: 9788132108979