Murdoch University MCM507 Health Communication Campaign Analysis

This assignment analyzes health communication campaigns, focusing on the dissemination of health information through media and communication channels. It examines campaigns against polio in India and Pakistan, including vaccination strategies and the challenges faced. The assignment also explores the National AIDS Control Program in India, detailing its target groups, information dissemination methods, and support systems. The primary aims of health campaigns, such as informing, motivating behavior change, and providing non-profit benefits, are discussed. The importance of effective communication channels, interdisciplinary collaboration, and the evaluation of campaign outcomes are highlighted. The assignment references studies on media's role, health communication strategies, and HIV/AIDS-related behaviors. The assignment is a case study of health communication campaigns, evaluating their aims, strategies, and impact on public health.

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Health communication campaign is the process of disseminating knowledge concerning
health to the public through media and other communication channels. Media plays a crucial role
in these campaigns (Gautam, 2017). It is done by specialized individuals who are rich in
knowledge of a specific field. The aim is to feed the public with the right information concerning
health. It includes campaigns against particular endemics affecting some areas of the world,
including polio campaigns.
Polio campaigns have, for a long time, taken place in India and Pakistan. It includes
administration anti-polio vaccine. A plan to do a total polio vaccination officially started in 1994.
Polio remains an endemic despite more than a hundred rounds of campaign and immunizations.
Pakistan reported the most significant rise in the number of polio cases worldwide. In India, the
anti-polio campaign was done in 2003. It was conducted through a door to door campaigns and
in booths to reach the members of the public. The 2020 anti-polio campaign had a target to reach
over 39.6 million children under the age of five.
The National AIDS Control Program is an example of programs which have been
conducting health campaigns in India. It targets the vulnerable groups such as; the sex workers,
immigrants and men who use drugs. It gives information to the public about HIV/AIDS. The
campaign includes information on; mode of transmission, signs and symptoms and prevention of
the disease. It also, in collaboration with the national government, gives free antiretroviral drugs
to those infected with the virus. According to Rajan (2020), this program also created self-help
groups to give a platform for them to discuss their needs and be involved in future decisions.
Health campaigns have aims to achieve. The primary aims include; informing and
motivating for behaviour change, providing non-profit benefits to the society, a combination of

media and other events to provide information and conducting organized communication events.
The main result is change of behavior and putting into practice the knowledge learnt. Proper
communication channel is a crucial factor to be considered during these campaigns (Nkanunye &
Obiechina, 2017). It is done through media or interpersonal interaction.
Polio campaigns have aims to achieve during its course. They include; provide education
to the public about polio, to give anti-polio vaccination and to do a follow-up of the result of the
immunization. This is achieved through an interdisciplinary collaboration including; the media
houses, healthcare providers, government stakeholders and the community health volunteers.

References
Gautam, S. K. (2017). Mass Media and Pulse Polio Awareness Campaign. Int. J. Reviews and
Research in Social Sci, 5(1), 15-21.
Nkanunye, C. C., & Obiechina, G. O. (2017). Health communication strategies as gateway to
effective health promotion and well-being. Journal of Medical Research and Health
Education, 1(3), 13.
Rajan, S., Kumar, P., Sangal, B., Kumar, A., Ramanathan, S., & Ammassari, S. (2020).
HIV/AIDS-Related risk behaviors, HIV prevalence, and determinants for HIV prevalence
among hijra/transgender people in India: Findings from the 2014–2015 integrated
biological and behavioural surveillance. Indian Journal of Public Health, 64(5), 53.