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INDIAN JOURNAL OF HEALTH STUDIES - Volume 2 Issue 1, January 2020

Pages: 11-25
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Health Behavior Change Communication for Maternal Health

Author: Shashibala Rai, Saswata Narayan Biswas

Category: Health Studies


Health behavior change related communication strategy encounters two major roadblocks— the social and individual level blocks, and the other is resource scarcity. To increase behavior that promotes health, particularly in the context of a developing country confronted by poverty and illiteracy, is a major challenge. In this paper, we focus on the spread of adoption of safe motherhood practices by expectant mothers in the villages of a district in Uttar Pradesh. Under the JSSK, ASHA workers have spread a campaign for the adoption of safe motherhood practices. We conducted focus group discussions with 36 expectant mothers and 10 ASHA workers. The ASHA workers have been the frontline communication channel for the program. Our findings suggest that the campaign has incorporated certain essential components of health behavior change model. Major innovations have been made in the content and delivery of communication keeping in the contextual reality. The implications of the research are discussed.

Keywords: ASHA, focus group, health behavior, JSSK, maternal health

DOI: 10.56490/IJHS.2020.2101