Effectiveness of Health Posters in Awareness Creation and Promoting Behavior Change. A Case Study of UNICEF’s Billboards: Addis Ababa
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Date
2005-12
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Addis Ababa University
Abstract
This study is designed to examine how effectively UNICEF’s billboards in Addis
Ababa communicate health message. In other words it looks into whether the
billboards are designed in a way the audience understands them. It also explores
the strategy employed to design health posters and billboards.
Since the major concern of the research is to know how effectively the billboards
transmit the intended message towards the audience, 120 respondents are
randomly selected as research participants. Questionnaire is used as a major datagathering
instrument. Besides, to substantiate the study UNICEF’s communication
planners and programme officers as well as health workers in Family Health
International (FHI) are purposively selected. Interview is conducted with
UNICEF’s communication planners and programme officers while focus group
discussion is made among FHI health workers. Accordingly, the data gathered is
analyzed by using different methods of data analysis, like: descriptive approach for
qualitative data and using frequency and percentage for quantitative data.
The result shows that unsuccessful message transmission of UNICEF’s billboards
is related significantly with inadequate skill of message designing proficiency of
UNICEF’s communication planners. Generally, it is noted that the target audiences
have not participated in message designing and in the decision process, which
contributes for unsuccessful message transmission. This result of the study,
therefore, proves unsuccessful communication flow through UNICEF’s billboards.