Entertainment, education, engagement for health

Mass media messages for health compete with a deluge of social marketing and advertising messages that bombard people every day. An effective social and behavior change communication strategy must recognize that mass media alone is inadequate to address the most critical barriers to behavior change. People are more likely to adopt a new behavior when mass media messages are complemented by interpersonal communication, which engages people, provides messages tailored to their context and needs, addresses doubts, and gives people an opportunity to engage with health products and information at a personal level. SHOPS Plus responded to this imperative by designing an integrated social and behavior change communication approach that strategically used different communication channels to improve the demand for reproductive and child health products and services among the urban poor in India.

Author

SHOPS Plus

Contributor

SHOPS Plus

Published
June 2020
Resource Types
Brief
Country
India
Technical Area
Digital Health
Public-Private Engagement
Social and Behavior Change
Health Area
Family Planning
Tuberculosis
Current Downloads
34

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Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.

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