Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD Health Initiative launched in 2005 for selected countries in Africa but expanded in 2009 to cover the whole of sub Saharan Africa. The goal of PMI is to halve the burden of malaria in 70% of the at-risk population in Africa by 2014. The trend of responses indicates that the organizations were working to achieve different targets though they all targeted the reduction of the incidence of malaria. Various views were expressed as to whether their objectives were attainable or not. Most officers were optimistic about the attainment of their goals. An officer at Netmark however expressed uncertainties and indicated that the current strategies are likely to ensure the ownership of ITNs but not with it use. This view is supported by the NMCP’s assertions that there seem to be a gap of about 33% between ownership and usage of ITNs (NMCP 2008). When asked about the changes in behaviour or attitude they expect from their target markets, respondents from Netmark, GSCP, NMCP and the GSMF stated that their expectations were that their target markets would acquire and use ITNs. The respondent from GSMF stated in addition that his organisation is now seeking to improve the health seeking behaviour of the targets. He indicated that with support from Pfizer, GSMF is collaborating with Family Health International (FHI) to implement a 5-year community malaria intervention dubbed “Mobilize Against Malaria” in two regions in Ghana. He noted that GSMF is undertaken this campaign because “Everybody is talking about ITN. But people still get the disease and are still dying from it. So we decided to focus on the treatment aspect of malaria”. The worry expressed by this officer supports literature that suggests that despite the increasing efforts by governments together with other agencies to promote ITNs use, the actual outcomes do not correspond to the expected outcomes (REAPING 2004; WHO, 2004). The Communications Strategies Respondents confirmed they used BCC strategies when asked whether they used any such strategies. Evidence abounds in literature that social marketing, community mobilization and advocacy are the major communications strategies used in behavior change communications (Hubley, 1993; Chen, 2006; USAID, 2006). The responses received indicated that only GSMF and Netmark use social marketing strategies to change malaria related behaviors of their target audience. In explaining why they mainly use social marketing strategies the country manager of Netmark stated that “Some communication planners are of the notion that the monies spent on social marketing campaigns in form of promotion such as advertising could be used in purchasing more nets for distribution, not considering the fact that these distributed nets are sometimes not even used.” Information gathered from GSCP shows that they use more of advocacy and community mobilization techniques. For instance GSCP has what they called the community-led activities which are a combination of community mobilization and advocacy. It is an investment in capacity building programs of local groups, institutions, structures and networks to impact on the target. The governmental institutions (NMCP, GHS) were silent on the strategies they use. The impression was that they did not know much about these strategies. This is very worrying in that their main focus is on the distribution of ITNs notwithstanding the fact that these nets are sometimes never even used or used for other purposes. Bean (2001), reports that there have been cases where ITNs have been turned into wedding dresses, fishing nets and water filters in some African countries. Notwithstanding, there is visible trend in the public health literature, which emphasizes the need to effectively market public health by exploring alternative innovative strategies (Basu and Wang 2009), such as social marketing techniques. 608
Challenges in the Era of Globalization Edited by Emmanuel Obuah The respondents also confirmed that they adopt various marketing communication mix tools in executing their behavioral change communication efforts. Marketing communication mix tools such as sales promotion, advertising, publicity and public relations, and personal selling are frequently used. According to the respondents, sales promotion and advertising are the most frequently used marketing communication mix tools. Measurement of Communications Outcomes Respondents were asked if their organizations had developed indicators for measuring communications effectiveness. Continuous review of activities is extremely important. All the officers interviewed said that there are some indicators that are used to assess the outcome of communications activities. They stated that research is used to assess the impact of communications messages. Research was mentioned as the most widely used tool for measuring communication effectiveness. An officer at the Ghana Sustainable Change Project described research as the bedrock of malaria prevention with respect to ITNs. Officers at Netmark and the Ghana Social Marketing Foundation indicated that retail audits, sales data from partners and household surveys are used to assess campaigns. A communications officer at the National Malaria Control Program made mention of the fact that is difficult to measure the outcomes of communication campaigns. Respondents at the Ghana Sustainable Change Project stated that indicators such as number of posters developed, radio spots, television adverts and number of road shows were some indicators used in measuring communications effectiveness. Employing these methods as discussed above to measure communication effectiveness might not produce the best of results. According to Pickton and Broderick (2005), communications campaign needs to be evaluated in terms of their efficiency and effectiveness. Though there is often no single, simple and reliable way of measuring the impact of communication, measuring several levels of effects in order to build an overall picture of the success of the communication campaigns would be a suitable approach (Cooper, 1997). Consequently, in measuring the outcome of a communication campaign, the expected and actual outcomes of each of the communications elements as well as the collective impact of these elements should be determined. Reason(s) for success or failure must also be evaluated. Lessons learnt from the campaign and the next course of action should also be considered (Pickton and Broderick 2005). Problems and Challenges The last set of questions in this study sough to identify the problems and challenges associated with behavioral change communications on malaria prevention in Ghana. The common problem mentioned by all the respondents is entrenched socio-cultural practices. Other factors inhibiting the progress of ITN campaigns in the country included the following; inadequate financial and human resources, inaccessible roads, negative publicity from the media/wrong information to the public and negative perceptions people have about the spread of the disease. One officer explaining further on perception said “some people still perceive that standing in the sun causes malaria which is not true”. This confirms the findings of a study conducted in the northern part of Ghana about perceptions on malaria (Binka, 2005). When respondents were asked why their target audiences do not use the bed nets as expected, the following were indicated as some of the reasons; some people complain that they feel warm under the bed nets, others said they cannot hang the bed nets (most people in the rural communities do not sleep on beds) and pregnant women in some communities prefer keeping their nets until their babies are born. Conclusions 609
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Abstract On the Mitigation of Rever
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Figure 1: Lagos off shore survey po
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Empirical Analysis Challenges in th
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Abstract The Changing Requirements
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The Model, Data and Variable Defini
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Empirical results Challenges in the
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Abstract Gender, poverty and sustai
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Figure 1.1: Spread of directorships
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Theoretical Framework Challenges in
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Single 18.1 Masters and above 35.3
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Source: Field survey, 2010 Table 3:
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Conceptual Definitions Challenges i
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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district hospitals: Evidence from N
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Defining the Organisational Culture
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Table 1: A Summary of Operating Ban
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Discussion and Conclusion Challenge
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Abstract What does Globalization me
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Research Methods approach Challenge
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Statement of the Problem Challenges
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References Challenges in the Era of
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Conclusion Dissatisfied 6 3.4 3.6 7
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