Challenges in the Era of Globalization - iaabd

Proceedings of the 12th Annual Conference © 2011 IAABD
effective health interventions in Ghana (Breman et al 2006). In spite of these improvements, there seem
to be a gap (about thirty-three (33%) between ownership and usage of ITNs (NMCP, 2008). It seems
most of the current strategies are mainly focusing on the distribution of ITNs. The usage of ITNs remains
low, an indication that behaviour change communications strategies to promote the adoption of ITNs
seem not to have been very effective.
Despite this worrying situation in Ghana, it seems this area of research has not received much empirical
studies. Like most African countries, studies on communications and disease prevention in Ghana have
focused particularly on HIV/AIDS (Walden et al, 1999) with little attempt to study the area of
communications and malaria prevention. Most studies on malaria in Ghana have focused on the
knowledge, attitudes and perceptions (KAP) of the vulnerable groups (Walden et al, 1999). Little
attention has been given to the perceptions of the planners and implementers of communications
interventions with regards to ITNs. The communications activities of individuals and institutions involved
in encouraging positive behaviors should become an important matter of interest in the academic domain.
This study proposes to take an in-depth look into behavior change communications (BCC) strategies
targeted at pregnant women and children from the perspective of the national level officers, taking
insights from commercial marketing literature and practices. Specifically, the study is designed to
achieve the following;
• Explore the aims of the various BCC interventions with respect to ITNs in Ghana
• Determine the communication strategies used by various agencies in BCC in Ghana
• Explore how agencies measure the outcomes of their BCC efforts
• Identify the challenges impacting the implementation of these BCC strategies
Marketing Behaviour Change
Behaviour change communications which is sometimes referred to as information, education and
communication (IEC), is a term originally used in family planning and more recently in AIDS control
programmes in developing countries (Hubley, 1993). It is increasingly being used as a general term for
communication activities to promote health (ibid). Social marketing is the systematic application of
marketing alongside other concepts and techniques, to achieved specific behavioural goals, for a social
good ((French, J. et al., 2010). Behaviour change involves understanding people and their motivations,
and developing strategies that lead to real change. These strategies have been useful in the control of
HIV/AIDS, unsafe abortions and tobacco control. There have been criticisms in the health promotion
literature of treating health as a commodity ruled by economic principles of supply and demand (Basu and
Wang 2009; Airhihenbuwa and Obrigon, 2000). However, there is noticeable trend in the public health
literature, which emphasizes the need to effectively market public health by exploring alternative
innovative strategies (Basu and Wang 2009).
The overarching focus of public health campaigns has been to utilize theoretical frameworks to plan,
design, implement and evaluate communication-based programs that are aimed at initiating and sustaining
changes in knowledge, beliefs, attitudes, and behaviors of target audience with respect to positive health
messages ( Basu and Wang, 2009; Paisley, 2001; Kline and Martison, 2000).
Smith and Taylor (2004) assert that the communications process begins with a situation assessment. A
situation assessment consists of internal and external assessment. The development of the
communication process begins with a research on the firms past interventions, availability of resources as
well as agency review and selection. External analysis consisting of the market analysis, behaviour
analysis (problem behaviour, manifestations, barriers to ideal behaviour and factors encouraging ideal
behaviour) and competitor analysis is then conducted. An analysis of the political, economic, social and
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