Winter 2002 Vol.
10, Issue 1 |
|
PSA Testing in India Illustrates Urban-Rural Divide | |
In July 2000, CECHE tested the impact of four maternal and child health public service announcements (PSAs) on childbearing women in South India. Produced in 1998 as part of a series of television health promotion messages developed in CECHE’s media training program in Punjab, India (see Monitor, Vol. 9.2, http://www.ceche.org/publications/monitor/vol-9/monfal-win01.pdf), these PSAs addressed: visiting a doctor during pregnancy, breastfeeding, preparing to use a trained birth attendant during birthing and oral rehydration. They featured vignettes about a mother and her pregnant daughter using a semi-dramatic format, and were broadcast on national television in Punjab and screened on television in local district health clinics. For use in South India, the PSAs were translated into Tamil and shown to socially and economically disadvantaged women from the urban slums of Chennai. The research objective was to assess whether exposure to a specific PSA would predispose the viewer to adopt the behavior promoted in the spot. Syracuse University Newhouse School-trained researcher Ms. Kalyani Subbiah conducted the fieldwork under the direction of Dr. Fiona Chew. Results of the testing were finalized in 2002 and revealed the following:
The contrasting environments of the original rural target audience in Punjab and the current urban test subjects in South India may account for the minor impact of two of the PSAs. [Next News Article] |
|
|
Center for Communications,
Health and the Environment 4437 Reservoir Road, NW, Washington, DC 20007 Tel: (202) 965-5990 . Fax: (202) 965-5996 Email: ceche@comcast.net |
|