A Study of Health Communication Practice to Reduce Maternal and Child Mortality in the rural areas of the Amhara Region: Baso liben Woreda in Focus
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Date
2013-06
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Addis Ababa University
Abstract
As a core component of the broader health system, Health Extension Program (HEP) focuses on
the household and community that calls for coordinated action at all levels (FMOH, 2007). This
study focused on the health communication strategies used by health extension program workers
to reduce maternal and child mortality rate in the rural areas, with an emphasis on whether
these strategies were effective in promoting participation and creating awareness among the
rural communities in the Baso liben Woreda. This was chosen purposively as case study area
because it is one of the woredas with high child and maternal mortality rate. Six kebeles (three
out of 12 ‘Weyina Dega’ kebeles) and three of 11 ‘Qola’ kebeles) were purposively selected for
the study. Qualitative methods were used for data collection. Accordingly, from the selected
kebeles, in-depth interviews were conducted with 13 women from the FGD, six HEWs and three
key informants and six FGD sessions of the health army group (one-to-five), one in each kebele.
All the data were transcribed.
Based on the participatory communication model as a theoretical framework, the data was
analyzed. The analysis indicated health extension program depended on interpersonal
communication, team communication, and door to door communication and team
communication strategies. Among those methods of communications, interpersonal
communication had a better acceptance by the community and the health extension practitioners.
In the case of community participation even through the Ministry of Health Bureau implemented
a participatory development process as set out in the policy documents participation of the
community horizontal communication. However, it was found out that in the study area, the top
down communication was more predominantly used. Men were not included in the
communication. Finally, it was recommended that gender based health army group should be
restructured including both men and women in order to help raise men’s awareness.
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Keywords
Maternal and Child Mortality in the rural areas