A Tripartite Print Production Research on the RH Law

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Ang Pagpasayod sa Katilingban:

1

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2 3

Planning & Strategy

Development

Developing & Pretesting Concepts, Messages,

and Materials

Implementing the Program

Deconstruction

Production

Output Exhibit

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Guiding Principle

Signed into law last December 21, 2012, RH Law mandates the

government to promote information and education about reproductive health

including all effective natural and modern methods of family planning that are

medically safe and legal. It is also the duty of the government to integrate this

law as part of health programs in the local community.

Tripartite Study: Formative Research (Stages 1 & 2): Communicate Information Output Exhibit (Stage 3): Education & Integration

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Communication Problem

DECONSTRUCTION

Planning &

Strategy Development

Step 2

Step 1

Step 3

Step 4

Step 5

Step 6

Communication Objectives

Intended Audiences

Settings, Channels, & Activities

Potential Partners

Creative Brief

Communication Problem

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1 1. Visual and Verbal Texts Analysis

There is a need to create effective IEC materials to inform intended audiences about RH Law.

There is a need to communicate information and educate various audience segments (i.e. adolescents & couples, women, & youths) on what RH Law specifically provides for them.

There is a need to identify audiences to reach them strategically and to address specifically their reproductive health concerns.

2. Audience Segmentation

3. Information Needs Assessment

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Review of Campaign Materials

1. Nationally-Produced IEC Materials

Standard Day Method and Lactational

Amenorrhea Method

Brochures on Pills and Injectables

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2. Locally-Produced IEC Materials

Brochure on NSV

Brochure on Family Planning

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The content of this brochure includes basic information about artificial and natural methods of family planning. The physical appearance is black and white and no images or illustrations are found inside this brochure. There’s an opportunity to assess the visual and verbal texts components of this material. This brochure is analyzed using Visual and Verbal Texts Analysis by Lester Faigley in his book “Picturing Texts”.

Visual and Verbal Texts Analysis

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From these data, the researcher will identify target areas and will conduct

a Focus Group Discussions (FGDs) consisting of 8-10 members from each identified

audience segment.

Purpose:

Through FGDs, the researcher will be able to know the reproductive health

needs or concerns of various audience segments, i.e. adolescents and couples,

women, and youths. And this will identify what health information on RH Law that

needs communication.

Information Needs Assessment

Statistics on:

• Maternal and Child Death Cases

• Inventory of Family Planning Users and Drop-outs

• Teenage Pregnancy

• Women Reproductive Health Issues

Communication Objectives

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2 • Create an effective IEC materials to inform intended audiences about RH

Law using visual and verbal texts concepts.

• Identify audiences to reach them strategically and to address specifically their reproductive health concerns through audience segmentation.

• Communicate information and educate various audience segments (i.e. adolescents & couples, women, & youths) on what RH Law specifically provides for them through information needs assessment.

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Intended Audiences 3

RH Law & Adolescents and Couples

RH Law & Women

RH Law & Youth

Population Division

Integrated Gender & Development Division

(IGDD)

City Social Services & Development Office

(CSSDO)

Local Implementing Agencies

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Audience Segmentation

• Segment Size

• Impact

• Accessibility

• Political Considerations

• Audience Need

Institute of Medicine of the National Academies

CRITERIA:

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Settings, Channels, & Activities 4

According to basic CIP concepts, before people will use health information, it must be 1) available,

2) seen as useful and new 3) processable, or format-friendly.

*series of posters

Posters are more effective especially in getting the audience attention and are said to

be powerful and processable in different campaigns than any other medium.

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Individuals are changed more by discussions of campaign messages than by

the direct effects of viewing such messages. Campaign messages that spark

interpersonal exchange and dialogue among the target audience may increase both

the reach and impact of a campaign (Boulay et al., 2002; Hafstad and Aaro, 1997;

Hafstad et al., 1996; Morreau et al., 2002).

Series of Posters

Dialogue or Discussion

Interpersonal Channel

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Related Studies Raising Awareness of Sustainable Food Issues and Building via Integrated Use of New

Media with Other Communication Approaches

(Williams A; Zraik D; Schiavo R; Hatz D. Cases in Public Health Communication & Marketing. 2008; 2:159-177)

New Media Discussions Reached Millions of Consumers and Key

Influencers

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Potential Partners 5

The implementation of this law is an inter-agency effort consisting of different

national and local government agencies.

Local Agencies:

1. Population Division 2. Integrated Gender and Development Division (IGDD) 3. City Social Services and Development Office (CSSDO) These inter-government working agencies are also the potential partners.

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Creative Brief 6

This tripartite print production research will make use of the health

communication process and this will provide for effective IEC materials that will

communicate information on RH Law to different audience segments. Audience

segmentation will be determined through needs assessment, key informant

interviews and secondary cultural factors (SES/ demographics).

This study wants adolescents & couples, women and youths to identify

their reproductive health needs and for them to understand what the law

specifically provides for them.

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PRODUCTION

Developing & Pretesting

Concepts, Messages, &

Materials

Pretest Messages

and Materials

5

Develop Messages

and Materials

4

Develop & Test

Message Concepts

2 Decide

What Materials

to Develop

3 Review Existing

Materials 1

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1 Review of Existing Materials

1. Visual and Verbal Texts Analysis

* Improvement and Enhancement of their brochure

(Attention Span, Overall Design, and Level of Information)

Initial Analysis:

Medium- Series of Posters

2. Formal Interview

*Availability, Distribution, Usage & their Recommendations

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Message Concept Development & Testing 2

IEC Materials (Posters)

Verbal Texts (Statements, Captions, Language)

Visual Texts (Symbols, Metaphors, Images, Type of Actors)

1. Working with potential partners

2. Creating culturally communication concepts

3. Choosing a type of appeal

4. Testing Concepts

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3 Materials Production

Visual and Verbal Texts Concepts

Material Format: Print, Posters

• Nature of the message

• Function of the message

• Activities and Channels

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4 Message Development

1. Visual and Verbal Texts Concepts

2. Guidelines in Developing Materials

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5 Pretesting of Messages & Materials

1. Implementing Agencies

Exposure

Comprehension

Acceptance

Attention

Retention

2. Members of the Intended Audience

Assessment on:

• Comprehensibility

• Strong and Weak Points

• Personal Relevance

• Confusing/Controversial Elements

Communications for Persuasion Theory

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3 OUTPUT EXHIBIT

Project Preparation

Managing Implementation

Maintaining Partnerships

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Related Media

• Gonorrhoea Cases

• Syphilis Cases

1. Health Promotion Agency IEC Materials

(Northern Ireland, 2008)

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2. Act Against AIDS™ IEC Materials

( USA, 2009 – present)

1. Stop HIV Together™

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A. Reasons™

SEGMENTED CAMPAIGNS

Target Audience: Latino gay and bisexual men

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B. Testing Makes Us Stronger. ™

Target Audience: African American, black gay and bisexual men

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Target Audience: African American or black woman

C. Take Charge. Take the Test.™

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Theoretical Framework Consumer Information Processing Model

1. Individuals are limited in how much information they can process, and 2. To increase the usability of information, they combine bits of information into “chunks” and create decision rules to make choices faster and more easily.

According to basic CIP concepts, before people will use health information, it

must be

1) available

2) seen as useful and new, and

3) processable, or format-friendly

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Communications for Persuasion Theory

To communicate the message successfully, five

communication components all must work:

1. Credibility of the message source

2. Message design

3. Delivery channel

4. Intended Audience

5. Intended behavior

12 Interdependent Steps Communications for Persuasion

Theory

Exposure

Comprehension

Acceptance

Attention

Retention

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