Presentation on Internship Report

Prepared by:

Afifa Begum-ID:1521963680
Course:Intership (PBH 605)

Spring 2016

Submitted to:Dr. Naznin Akhter

Department of Public health ,School of health and life science,

North South University, Bangladesh

 Title

To Touch the Last Doorstep

Building Public Health Alertness Part of
Life
 Abstract
(It is a very quick review based on Online Literature)

This paper investigates the current state of peoples awareness to public health
and the role that media can play to raise the level. A brief background
highlighting the challenges of mediums used at present and opportunities with
new mediums is initially outlined. The discussion then focuses on the
advantages and limitations of the most popular communication medium in
common use today: mobile, reaching the people in areas, hard to reach, where
all other mediums are inaccessible. The effectiveness of this media is examined
in relation to two main criteria: easy to access and easy to reach. It is
concluded that appropriate incorporation of mobile as a regular communication
mean will significantly increase both the number and quality of peoples
 Introduction
Mass media plays a central role in people's lives. Its importance is evident in the
amount of time people spend watching television, surfing the World Wide Web,
listening to music, and reading newspapers and magazines. The delivery of
information through mass media is instant and available around the clock. The
proliferation of communication technologies miniature TVs, handheld radios,
and personal computer companionscontribute to the omnipresence of the
media in daily life. More and more, a growing proportion of life experience is
mediated through communication technologies instead of being directly
experienced or witnessed. The public health community and policy makers often
do not appreciate the importance and power of the media in shaping the health
of the public. More importantly, media outlets or organizations do not see
themselves as a part of, or contributing to the public health system. The media
plays a number of roles in educating the public about health issues and has a
 Media

The term mediarefers to the groups that communicate information and news to people.
Modern media comes in many different formats, books, magazines, newspapers, television, movies, video
games, music, cell phones, various kinds of software, and the Internet. Each type of media involves both
content, and also a device or object through which that content is delivered. There are three main types of
news media: 1)Print media,2) Broadcast media, and 3) The Internet.

Print Media:
The oldest media forms are newspapers,
magazines, journals, newsletters, and
other printed material. Many People still
read a newspaper every day or a
newsmagazine on a regular basis.
Broadcast Media:
Broadcast media are news reports
broadcast via radio and television.
Television news is hugely important
in the World because more People
get their news from television
broadcasts than from any other
source

The Internet:
The Internet is slowly transforming the news media
because more people are relying on online sources of news
instead of traditional print and broadcast media. People surf
the sites of more traditional media outlets, but also turn to
unique online news sources such as weblogs. Websites
can provide text, audio, and video information, all of the
ways traditional media are transmitted. The web also allows
for a more interactive approach by allowing people to
personally tailor the news they receive via personalized
web portals, newsgroups, podcasts, and RSS feeds.
How Media helps to Change Peoples Behavior
 NEWS MEDIA AND THE NATIONAL PUBLIC AGENDA

The nature of the news media, in particular, makes it a powerful

tool for directing attention to specific issues. Generally, People look
to the news media for coverage of events and to help us
understand the world around us.

The unfolding news coverage of HIV/AIDS provides a good

example of how an important health issue may be invisible to the
public eye until the media bring it to light. The first publicly
documented cases of AIDS were reported in the June 5,
1981,USA( issue of Morbidity and Mortality Weekly
Report (MMWR) (CDC, 1981a)

News media coverage during the mid- to late 1980s may have
contributed to improved public awareness and knowledge of AIDS.
By 1989, Gallup surveys indicated that nearly all adults were aware
that HIV, the virus that causes AIDS, can be transmitted by shared
needles (98 percent), homosexual intercourse (96 percent), and
heterosexual intercourse (95 percent) (Kaiser Family Foundation,
1996). Next page showing a Table gives examples of the media
coverage of AIDS from 1985 to 1993.
 TABLE forMedia Coverage of AIDS

Year News Story

October 1985 Death of Rock Hudson, a well-known public figure
August 1987 Florida family burned out of home; a dramatic case of public anxiety concerning
AIDS leading to violence. Arsonists were seeking to keep the family's AIDS-afflicted
hemophiliac sons out of the local school system

April 1990 Ryan White's death at age 18. White contracted HIV at age 13 through blood
products used to treat his hemophilia. He was the country's best-known victim of
AIDS as a result of nonsexual transmission

June 1991 Public request by Kimberly Bergalis to test health professionals for AIDS. Kimberly
contracted HIV from her dentist. Her dramatic case raised the controversial issue
of AIDS testing for health care professionals

November 1991 Magic Johnson reveals his HIV-positive status. Johnson was the first major public
figure not in a higher-risk group to announce his HIV-positive status and to
attribute it to heterosexual activity and was the first major professional athlete (he
was the National Basketball Association's most valuable player three times) to
leave his sport because of HIV infection

February 1993 Arthur Ashe dies of AIDS. Ashe, a renowned tennis star, political activist, and social
commentator, contracted HIV through a blood transfusion during a surgical
procedure

SOURCE: Kaiser Family Foundation (1996).

 NEWS MEDIA AS A CATALYST TO PROMOTE HEALTH AT
THE COMMUNITY LEVEL

The AIDS example illustrates the role of the news

media in placing the AIDS epidemic in the public light
and on the national political and legislative agendas.
The news media can also function as a catalyst for
action at the local or community level.
Print Media: Awareness Program about AIDs(Bangladesh)
 Entertainment Media: Television

Television is one of society's most common and constant

learning environments. Television entertainment programs and
commercials, with potential positive and negative health
messages embedded in them, reach tens of millions of
viewers each day. Often, these messages may influence their
thoughts and actions. However, concerted efforts to develop
strong partnerships between the entertainment media and
health communicators are increasingly contributing to more
accurate and timely health information in entertainment
programming.

In this media we can reach at a time urban and remote areas

people to deliver any kind off information
 The Internet
Now Internet is the most popular Accessible way to get information. It is the most powerful and
quick system to deliver any news and information To the biggest communities. Any one can
access from anywhere to get information, and take preparation for protection.

The Internet is rapidly and radically

transforming many aspects of society,
including reshaping how information is
accessed and shared. In the health
arena, interactive health
communication, or the interaction of an
individualconsumer, patient,
caregiver, or professional with an
electronic device or communication
technology to access or transmit health
information or receive guidance and
support on a health-related issue, is
growing at a rapid pace.
 Strategies That Use Media Tools to Promote Population Health

Use of specific media channels to promote health and has shown how certain
media programs have influenced health-related behaviors. Some strategies place
at the center of their activities the use of media communication to shape public
opinion and promote health. By using media communication, the health of the
public can be promoted in cost-effective and sustainable ways. Two of the most
prominent of these strategies are social marketing and media advocacy.

Social Marketing
Social marketing is an approach
that attempts to apply
advertising and marketing
principles to sell positive
health behaviors (Kotler and
Zaltman, 1971; Kotler and
Roberto, 1989; Kotler et al.,
2002). Social marketing
combines marketing concepts
with social influence theories to
motivate individuals to change
their behavior.
Media Advocacy
Media advocacy is a developing
strategy that seeks to change social
determinants of health, primarily public
policy, rather than personal habits or
behaviors. Specifically, media advocacy
is defined as the strategic use of mass
media and its tools, in combination with
community organizing, to advance
healthy public policies. Media advocacy
seeks to create a loud voice for social
change and shape the message so that
it resonates with social justice values
that are the presumed basis of public
test Initiative in Bangladesh to touch the Last Door St
Mobile Alliance for Maternal Action (MAMA)
(Aponjon, MAMA Bangladesh)

MAMA is a global public-private initiative that aims to deliver health education messages to
pregnant women and new mothers using mobile phone technology. MAMA was launched in
May 2011 by The United States Agency for International Development (USAID) and Johnson &
Johnson, in collaboration with the United Nations Foundation, the mHealth Alliance, and
BabyCenter LLC.

The goal of the MAMA initiative is to substantially contribute to a reduction in maternal and
neonatal mortality by improving health-seeking behaviors and improve preventive care in
pregnant women, new mothers, and by their families.
In Bangladesh, Dnet, a Bangladeshi not-for-
profit social enterprise and market leader in
digital content development for mobile apps
and games, runs the MAMA Bangladesh
initiative. The Bangladesh Ministry of Health
and Family Welfare (MoH&FW), Ministry of
Information and the Access to Information
(A2I) Program of Prime Ministers Office are
official government partners.
Contact:
Aponjon, MAMA Bangladesh
Kohinoor Tower 2, Level 4, House -SW (E) 7Road
7Gulshan-1, Dhaka 1212Bangladesh
Phone: +8802- 09606016227E-mail:
info@aponjon.com.bd
Lead organization
Dnet,: a social enterprise promoting access to
information through suitable media for
citizens, particularly women and children.
Partners
National: International
Non-operators: BRAC,Info Lady,
Mamoni, SSFP.
Operators: Airtel, Banglalink,
Citicell, Grameenphone,Robi.
Corporate founding partner:
Beximco Pharmaceuticals Limited

From September 2011 to May 2012 Aponjon
was piloted in 13 locations across five
Divisions of Bangladesh. It is an mHealth
program designed to deliver health messages
to Bangladeshi pregnant women and new
mothers via mobile phones. The program
targeted pregnant women or mothers of
children under one year old in all 13 pilot
locations. The program also included a
complementary information service for
gatekeepers of the womens health, such as
husbands, mothers-in-law and other relatives.
Enroll at least 100,000 pregnant women and new
mothers, and 50,000 gatekeepers by June 2013
(within one year of the national launch). Reach a
total of 2 million subscribers by June 2015 (within
three years of the national launch).
Subscriber enrollment into Aponjon
There were two main methods of subscriber
enrollment into Aponjon: 1)Assisted registration
and 2)self-registration.
 Findings:
Overall, 94% of subscribers reported that they
were satisfied with the service.
I got aware of these things [the
information from Aponjon]. Now Ill tell 10
more people about the service, then
theyll know about it.
Gatekeeper, Gaibandha
Several subscribers requested
additional content about maternal and
child nutrition, with some reporting that
existing messages lacked sufficient detail.
Subscribers noted that message
repetition was disappointing, and
expressed an expectation that content
would not be repeated.

The community agents from these partner NGOs and

projects often make door-to-door visits to community
members (particularly to pregnant women and new
mothers) in their catchment areas, and they often
have access to populations in rural and remote
regions of the country.
 Recommendation:
Media is a way to sell health product ,Awareness and change peoples behavior.

Product might be defined as the behavior that the program is trying to change
within the target audience; more specifically,( it could be safer sex or
nonsmoking, about new disease, about health safety)

Price represents what the people must give up to accept the health promoter's
offering.
Price should be include the monetary, time, psychological, or physical costs to
the people.

Place concerns the distribution channels used to reach the people; these could
be the mass media, the community, or interpersonal channels of
communication.

Promotion for the communicates the product, TVC, paper add for the People it
should be beneficiary and adopting this news or product willingly.

Government need to gives more fund for health promotion.

 CONCLUDING OBSERVATIONS:
In this age of information, there is good reason to acknowledge the potential of the mass
media in assuring population health. Print and broadcast news media outlets,
entertainment television, and the Internet constitute immensely influential channels
through which people gather their information, accurate or not, about health. Given the
speed and diversity of media outlets, they cannot be considered mere commentators in
dialogues on popular culture about health, health risk, and health behaviors. The media
and governmental public health agencies can enhance their understanding of each
other's methods and perspectives (through communication between health officials and
journalists or reporters). It is time that media outlets acknowledge their role in the public
health system, the strength of their influence, and their potential for assuring the
public's health.
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Thank
You