Planning

(1) Backer, Thomas E. and Rogers, Everett M. (1993). Organizational aspects of health communication campaigns: What works?/ Sage Publications, California, 1993
Lessons on organizational aspects of health communication campaigns

This is one of the few books which gives an analysis of organizational aspects of six health communication campaigns. Five in the USA on drugs control, Aids prevention and heart disease prevention, and one on family planning in Turkey. Each case study is followed by a commentary from a management expert. The authors (pp 216-217), identified 12 generalizations:

Prestige - The prestige involved in a health communication campaign is a factor in a campaign's success.
Insider-Outsider Relationships - Effective relationships between "outsider" and "insider" organizations contribute to the success of health communication campaigns.
Re-Invention - Campaign elements are frequently re-invented and modified as organizations contribute experiences from other campaigns in which they have participated, and as a general campaign approach is fitted to local community conditions.
Long-Term Institutional Change - Strategies for long term institutional change in organizational culture, and for creating permanent organizations to replace temporary systems, are used by organizations involved in a campaign to facilitate long-term behavioural change in their target audience.
Consensus Vision - A campaign is more likely to be successful if it has an overall vision statement that represents a consensus among the organizations that collaborate in the campaign.
Charismatic Organizational Leaders - Charismatic leaders of organizations involved in health communication campaigns help organizations collaborate in successful ways.
Interorganizational Collaboration - Interorganizational collaboration can speed the diffusion of an innovation through a health communication campaign approach.
Organizational Career Path - Participation in a health communication campaign can affect the career path of individuals in the collaborating organizations.
Organizational Culture Conflict - Differences in organizational culture, such as those between government and private organizations, can limit he success of health communication campaigns unless these differences are overcome.
Timing The timing of a health communication campaign is a crucial factor in its success, and timing often rests on the activities or decisions of organizations involved in the campaign.
Reframing - Reframing health communication campaign behaviour in terms of organizational theory can facilitate understanding of the key factors in a campaign's success.
Interorganizational Control/Decision-Making Issues - Transorganizational issues of collaboration, control, and resistance among groups of organizations affect the chances for the success of health communication campaigns.

(2) Boot, Marieke T. (1984) Making the links : guidelines for hygiene education in community water supply and sanitation : with particular emphasis on public standpost water supplies / IRC (The Hague, NL). The Hague, Netherlands : International Reference Centre for Community Water Supply and Sanitation, 82 p. : fig. (Occasional paper series / IRC ; no. 5) OP 5 IRC Public Standposts Water Supplies Project

Bibliography: p. 7981

Practical guide for adding a hygiene promotion component to a water and sanitation project.

Target audience: community hygiene promoters and their trainers or supervisors, planners, engineers, technicians, survey personnel, public health educators, primary health care workers, school teachers

Main contents: Promotion of health in the community \ Prevention of water and sanitation related diseases \ Water and sanitation related diseases \ Hygiene education and audio-visual aids
Occasional Paper no. 5.
- (iii), 82 pages. 26 references. Illustrated.

Also available in Spanish and translated into Chichewa.

(3) Boot, Marieke T (1991) Just stir gently : the way to mix hygiene education with water supply and sanitation / The Hague, The Netherlands : IRC International Water and Sanitation Centre, x, 171 p. : fig., tab. (Technical paper series / IRC ; no. 29)

Bibliography: p. 152171. Also available in French,
ISBN 9066870168

This book provides options and methods for integrating hygiene education with water supply and sanitation projects. Aspects covered include the process of behavioural change; hygiene education planning, implementation, monitoring and evaluation; hygiene education approaches and methods; programme organization; manpower and costs. Illustrations and examples are used to reinforce the text and to give some ideas from "real life" situations. The book is intended primarily for those responsible for the development and implementation of hygiene education components in water supply and sanitation projects. Planners and managers of integrated water supply and sanitation projects might also find the book useful.

(4) Cammack, Tim ; Holt, Julius ; Rusk, Steve ; Wedgwood, Kate (1994) Water and communities / Save the Children Fund (UK, - 29 p.: 1 box. - (Policy in the making : discussion paper; no. 3)

Includes references

This set of three papers arises from the 1993 water policy meeting. The first, "Communities: Behaviour and Belief", views water as a resource used by communities and focuses on why people do what they do with water suggesting the economic, belief and behaviour aspects to be considered. This provides a framework for thinking about behavioural change, hygiene education and Information, Education and Communication (IEC) programmes and the paper advocates a "no persuasion without provision" approach to water provision projects. It concludes that devolution of institutional responsibility to the community may be complex and difficult to monitor.

The second paper, "Maintaining the Flow", describes the concept of Village Level Operation and Maintenance (VLOM) as a more cost effective community based approach to the provision of water supplies. The paper draws on experience at community, district and national level and discusses the basic structures, technology, and financing needed before VLOM can function effectively. Appendices describing maintenance problems, training, and the community based management programme in Malawi are included.

The final paper, "Relief to Development", is a case study of the refugee water programme in Malawi. It argues that since relief and development initiatives in water supply need very different approaches and inputs trying to start "development" from "relief" is intrinsically problematic and to the detriment of the former. It outlines the reasons for the failure of VLOM initiatives in this refugee water programme, the poor progress in strengthening the management capacity of the Water Department, and the difficulties of partnership between NGOs and the UNHCR. The paper concludes that the UNHCR is not well equipped to operate in a "development" mode, either in the initial planning stages or in the repatriation phase.

(5) El Katsha, Samiha ; Watts, Susan (1993) The empowerment of women : water and sanitation initiatives in rural Egypt / American University (Cairo, EG). Cairo, Egypt : American University in Cairo Press, vi, 99 p. : 7 fig. (Cairo papers in social science ; vol. 16, no. 2)

47 refs.
ISBN 9774243110

The research project reported in this monograph explored ways of improving water and sanitation conditions in two villages in the Nile delta. The main objective of the research project was to test various innovative participatory approaches to improving health and sanitation at the village level. The researchers explored various ways of involving local people in the planning and implementation of improvements in water, sanitation and drainage, and tested various models of environmental health education. The project sought to empower local people, especially women, by encouraging their participation in the decisionmaking process, and their leadership in health education and community activism.

The project also identified the government bodies responsible for the promotion of issues related to health and sanitation so that proposed interventions could be channelled through existing administrative structures and villagers could be familiarized with the steps necessary to achieve the needed changes.

(6) GorreDale, Eirah ; Jong, Dick de ; Ling, Jack (1993) Communication in water supply and sanitation : resource booklet / Water Supply and Sanitation Collaborative Council (Geneva, CH). IEC Working Group ; IRC (The Hague, NL). rev. ed. . The Hague, The Netherlands : Core Group on Information, Education and Communication in Water Supply and Sanitation c/o IRC International Water and Sanitation Centre, 58 p.

Outlines the steps that need to be taken to develop and implement a communication strategy for the water and sanitation sector, based on the experiences of many people in many countries. Includes suggestions for advocacy at national and global level, and basic elements for messages on water supply and sanitation to priority target groups.

Target audience: people who are convinced of the need for change in the water sector and who want to know how to put a communication programme into effect.

Main contents: Why communication? \ What is communication? \ Who are the communicators? \ Target audiences \ Basic elements for messages \ Preparing the sector and building its capacity \ Basic steps for preparation and implementation \ Alliances and country examples \ Advocacy at global level.

See also McIntyre (1993) for the eight two-page case studies which provide compelling evidence about the role that effective communication can play.

(7) Graeff, Judith A. ; Elder, John P. ; Booth, Elizabeth Mills (1993) Communication for health and behaviour change : a developing country perspective / Academy for Educational Development (Washington, DC, US). San Francisco, CA, US : JosseyBass Publishers, xxvi, 204 p. : 12 box, 13 fig., 4 tab. (JosseyBass health series), Communication and Marketing for Child Survival (HEALTHCOM) Project

Bibliography: p. 185194. Includes index
ISBN 1555425852

Based on the pioneering work of HealthCom, a fifteenyear, twentycountry project funded by USAID, this book builds on a practical, fivestep model for communication that promotes change in existing behaviours and supports health practices essential to child survival. By applying behaviour analysis theory to the communication process, the authors show how understanding social and environmental contexts can significantly help health communicators in developing effective communication strategies. They demonstrate how to use basic behavioural principles and techniques to determine the environmentbehaviour relationships within a given population that support or inhibit sound health practices; to identify where change is most needed and feasible; and to select the most appropriate channels for communication. Numerous examples are provided from field experience in developing countries covering topics such as immunization, diarrhoeal disease control, and water and sanitation programmes. These examples are used to provide a stepbystep guidance in applying theory to practice and provide handson, adaptive tools for teaching mothers, health workers, and other caregivers. The book details techniques for monitoring the learning and adoption of new behaviours including direct observation, products recording, and selfmonitoring and reveals how behaviours can be reinforced through constructive and specific feedback to maintain them over the long term. The book finishes with a "Communication Toolbox" resource which aims to provide readers with the many of the instruments described in the text. These are mainly in the form of checklists.

(8) McKee, Neill (1992) Social mobilization and social marketing in developing communities : lessons for communicators / Penang, Malaysia : Southbound, 208 p. : boxes, fig., photogr.

Bibliography: p. 191204. Includes index
ISBN 9839054015

Excellent introduction in concepts on development communication based on 20 years field work by McKee (editor of Prescription for Health 1986 and four years in Bangladesh). Contains many hand lists and the development communication process model: advo/social mobilization/programme communication. This has been used in nutrition, education and community participation. The model was also applied in the "Sanitation for all" programme in Bangladesh.

(9) UNICEF. East Asia and Pakistan Regional Office (1985a) Programme communication : a handbook on communication strategy development for child survival and development programmes / Bangkok, Thailand : UNICEF, East Asia and Pakistan Regional Office, PSC and Training Section, 27 p. + 7 annexes
(Handbooks in communication and training for CSDR) ; no. 1)

Includes glossary

Useful handbook for communication planning.

(10) UNICEF. East Asia and Pakistan Regional Office (1985b) Communication for water / (Bangkok, TH). Bangkok : UNICEF/EAPRO, 1 folder
(Handbooks in communication and training for CSDR) ; no. 2)

Contents: Booklet (17 p. : ill., photogr.) + Reference materials
(9 p.; 11 p., [2]p.). Includes references

Focuses on water supply.

(11) UNICEF. East Asia and Pakistan Regional Office (1986) Media selection for programme communications / (Bangkok, TH). Bangkok, Thailand : PSC and Training Section, UNICEF East Asia and Pakistan Regional Office, 23 p. + 4 handouts (Handbooks in communication and training for CSDR ; no. 5)
Bibliography: p. 24 . Includes glossary

useful handbook on media use

(12) WHO/Diarrheal Disease Control Programme (1987) Communication : a guide for managers of national diarrhoeal disease control programmes : planning, management and appraisal of communication activities /WHO-Geneva, Switzerland

Guide

Excellent guide for project managers in water, hygiene and sanitation to prepare the communication component of programmes. It will help managers to: understand the function of communication in programmes, the steps of effective communication, identify of a communication coordinator and other resources to implement the communication programme, supervise and manage the people and other resources for the communication activities.

Available also in French and Spanish

(13) WHO/ Control of Diarrhoeal Diseases Programme (1994) Radio Guide: A guide to using radio spots in national CAD programmes /WHO, Geneva, Switzerland

Radio has been shown to be an effective way of reaching people in their homes. It can be a channel for giving new information, and for reinforcing what families may have learned from a health worker. Finally, it can help motivate people to act through entertaining and compelling presentations.

The keys to effective promotion via radio are creativity and repetition. Although there are various types of radio materials that could be used to support CDD programmes, both of these criteria are best fulfilled by using radio spots. For these reasons, the CDD Programme and the HealthCom Project, Academy for Educational Development, have developed this manual. This manual will interest national CDD programmes which actively promote home case management, which have some evidence that radio is an important channel in their country, and which are willing to commit the necessary time and resources.

The Radio guide is intended for use by a team of five to 10 people. This team will be made up of local CDD programme staff, plus those people from the ministry of health's health education unit, or the radio station, who will actually write and produce the radio spots. The document is organized according to six steps in the develop-ment and use of radio spots. There is a section in the guide for each of the steps with explanations, examples, and worksheets. Some steps involve only CDD programme staff, some involve only communication or radio staff, and some involve both. Following through the steps, spots will be pretested and ready for broadcast after eight to 12 weeks. It usually takes about one year to do all six steps, including broadcasting and evaluating the spots.

In summary, the Radio guide will help national CDD programmes to:

Decide if radio is a good option to invest time and money in;
Determine the best way(s) to use radio,
Plan a radio intervention using radio spots,
Write, pretest, and produce two to three radio spots,
Broadcast the spots several times each day for three to four months,
Monitor and evaluate the spots to decide whether to continue broadcasting them or to make new spots.