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Impact of an Integrated Public Health Communication Campaign on Awareness, Preparedness and Behaviors Related to Maternal and Neonatal Health

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Abstract:

This paper uses survey data from an impact assessment of an integrated maternal and neonatal public health communication campaign from West Java, Indonesia. The campaign combined a mass media component with both intensive and general community mobilization activities. This paper examines differences in knowledge, preparedness for safe childbirth and behaviors among four groups of women: those unexposed to the campaign (Group1); those exposed only to the mass media component (Group 2); those exposed to the mass media component and general community mobilization activities (Group 3) and those exposed to the mass media component and intensive community mobilization activities (Group 4). Results from multivariate logistic regression models show that exposure in general is associated with increased awareness, advance preparedness for childbirth and improved behaviors. Exposure to a combination of the mass media component and intensive community mobilization activities are clearly associated with a further boost in the indicators under analysis. However, increasing the levels of exposure is not significantly associated with increased use of skilled attendance during childbirth and immediate postpartum care. Also, respondents exposed to the mass media component alone and a combination of the mass media component and general community mobilization activities do not differ significantly for many of the indicators. Overall, the results affirm the importance of integrating mass media and intense community mobilization activities in creating an environment of positive maternal and neonatal health outcomes.

Most Common Document Word Stems:

communiti (158), media (105), mass (101), campaign (92), health (86), mobil (85), activ (79), communic (75), childbirth (68), impact (64), group (62), compon (60), siaga (55), level (53), exposur (53), respond (51), integr (51), expos (49), use (48), behavior (47), skill (42),

Author's Keywords:

Maternal and Neonatal Health, Behaviour change, skilled attendant, birth preparedness
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Name: International Communication Association
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MLA Citation:

Sood, Suruchi., sengupta, Manisha. and Chandra, Urvashi. "Impact of an Integrated Public Health Communication Campaign on Awareness, Preparedness and Behaviors Related to Maternal and Neonatal Health" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p12094_index.html>

APA Citation:

Sood, S. , sengupta, M. and Chandra, U. "Impact of an Integrated Public Health Communication Campaign on Awareness, Preparedness and Behaviors Related to Maternal and Neonatal Health" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p12094_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This paper uses survey data from an impact assessment of an integrated maternal and neonatal public health communication campaign from West Java, Indonesia. The campaign combined a mass media component with both intensive and general community mobilization activities. This paper examines differences in knowledge, preparedness for safe childbirth and behaviors among four groups of women: those unexposed to the campaign (Group1); those exposed only to the mass media component (Group 2); those exposed to the mass media component and general community mobilization activities (Group 3) and those exposed to the mass media component and intensive community mobilization activities (Group 4). Results from multivariate logistic regression models show that exposure in general is associated with increased awareness, advance preparedness for childbirth and improved behaviors. Exposure to a combination of the mass media component and intensive community mobilization activities are clearly associated with a further boost in the indicators under analysis. However, increasing the levels of exposure is not significantly associated with increased use of skilled attendance during childbirth and immediate postpartum care. Also, respondents exposed to the mass media component alone and a combination of the mass media component and general community mobilization activities do not differ significantly for many of the indicators. Overall, the results affirm the importance of integrating mass media and intense community mobilization activities in creating an environment of positive maternal and neonatal health outcomes.

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Document Type: PDF
Page count: 38
Word count: 9231
Text sample:
Impact of an Integrated Communication Campaign 1 RUNNING HEAD: IMPACT OF AN INTEGRATED COMMUNICATION CAMPAIGN Impact of a Public Health Communication Campaign Integrating a Mass Media Component and Community Mobilization Activities on Awareness Preparedness and Behaviors related to Maternal and Neonatal Health Impact of an Integrated Communication Campaign 2 Abstract This paper uses survey data from an impact assessment of an integrated maternal and neonatal public health communication campaign from West Java Indonesia. The campaign combined a mass media
1.026 1.002 1.009 1.011 Education (ref: Primary or less) Junior High and more 1.353 0.744 0.872 1.401** Expenditures (ref: Rp. 3000000 or less) Rp 300 000 - Rp 700 000 0.76 0.768 0.823 1.067 Rp 700 001 or higher 0.828 1.033 1.073 1.271 Area of residence (ref: rural) Urban 0.421 *** 0.214 *** 0.489 *** 0.46*** Community Acquaintance (ref: lived in area for 2 years or less) Lived in present community for more than 2 years 1.022 0.783 1.916


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