"Let's avail ourselves of health services for our own sake" is the call to action of the 13-episode TV drama serial, Shabuj Chhaya. The drama reflects many human emotions while portraying the visions, aspirations and disappointments of those involved in and use the health services in Bangladesh, including health workers. The program's goal was to persuade men and women to take responsibility for their own health and to use the health services available at clinics bearing the green umbrella symbol. By the end of the 13 episodes over 600,000 letters were received from enthusiastic viewers, in response to the quizzes at the end of each episode. The drama used the EE approach to health communication: blending important health messages into engrossing entertaining stories. Scripted and directed by the leading dramatist in Bangladesh, Humayun Ahmed and starring the most popular TV talents, the program proved to be a major television hit. Corporate sponsorship was provided by Aromatic Cosmetics.
The paper provides an overview of the project including the popularity of the drama and the reach of its health messages in Bangladesh, a predominantly rural country with low literacy and little or no access to mass media. The results of an audience survey of women and men (N=7,200) show the power of mass media communication, especially television, to raise the level of discussion of difficult health related issues and to change health behavior. The examples and findings presented here can serve as a model for behavior change communication programs in other countries.
Learning Objectives: At the conclusion of the session the participants in the this session will be able to: 1. Describe the important components of an EE television drama serial designed to promote the use of integrated health and reproductive services available at clinics that display the green umbrella symbol. 2. Recognize the extent to which mass media programs based on the EE approach can increase knowledge and change health behavior.
Keywords: Media Message, Behavior Modification
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.