CCP envisions a Pakistan where individuals, families and communities advocate for their own health, practice positive health behaviors and engage with a responsive health care system. To achieve that goal, CCP is leading the Health Communication Project (HCP), an initiative that addresses maternal, newborn and child health and family planning (MNCH & FP) in the country’s Sindh province.
HCP activities are designed to enable behavior change by bolstering social networks and individual self-efficacy. Aspirational health communication campaigns and other social and behavior change communication (SBCC) interventions will encourage individuals and households to practice sound health behaviors. Advocacy for a strengthened health care system and capacity building are also part of the HCP project.
Mass media is an essential HCP tool for unifying messages on family planning and maternal and child health and for elevating the use of interpersonal communication toolkits. HCP is also working with the government of Sindh’s Department of Health to improve communication and health education.
The USAID-funded HCP is led by Johns Hopkins Center for Communication Programs in partnership with Mercy Corps, Rural Support Programmes Network (RSPN) and the Center for Communication Programs Pakistan (CCPP).
- Developed an Inter-Personal Communication Toolkit (Roshan Mustaqbil) for the Lady Health Workers (LHW) Program that includes information on 22 MNCH & FP areas.
- Developed a new cadre, Community Health Workers (CHWs), which operate in areas without LHWs.
- Developed mobile health initiative that utilizes the Inter-Personal Communication Toolkit and engaging videos to enhance the inter-personal communication and counseling skills of LHWs and CHWs.
- Conducted a formative qualitative study to explore the dynamics of health communication between spouses and within households as well as the factors influencing family planning and Reproductive and Maternal, Newborn and Child Health (RMNCH) decisions and behaviors.
- Produced and broadcasted two TV spots to improve the reputation of the LHW Program and family planning.
- Inspired a movement called Bright Star that defines a symbol for healthy mothers, healthy and smart children, and happy and prospering families and also inspires its audience to take action related to MNCH and family planning.