Use of Folk Media on a Mass Scale for RCH Communication

Author: Sanjeev Chakravarty, Aradhana Johri, V. S. Chandrashekhar, J. S. Deepak

Because of low literacy levels and limited access to mass media in rural areas of Uttar Pradesh, the effectiveness of folk media in behaviour change communication is well recognized. However, folk media has been used on a large scale for RCH communication for the first time with more than 3500 performances in villages.

A capacity has been developed to incorporate social messages in folk themes and use NGOs for organizing performances. Proper planning and pre-publicity has resulted in large audiences for these performances. They have also helped enhance the image of the community health worker and made her task easier.

Presented / Published

Paper presented at Global Health Council, 27th Annual Conference, June 13 - 16, 2000, Arlington, Virginia, USA

Key Words: Communication, Folk Media, Behaviour Change