Promoting Rational Drug Use in the Community

1. Promoting Rational Drug Use in the Community Developing a country plan

2. Objectives 1. To summarise the research methodologies, problem prioritisation process identified in the first week of the course 2. To use this information as the basis for a public education intervention 3. To develop a detailed intervention plan in country groups 4. To practise communication skills by presenting a country plan Developing a country plan Promoting Rational Drug Use in the Community

3. Steps in an effective communication intervention Developing a country plan Promoting Rational Drug Use in the Community

4. Key components of a communication plan • Introduction • Briefly describe rapid appraisal you have undertaken (methods: sources of info). • List core problem and related factors & stakeholders involved (problem analysis diagram) • Indicate which factor(s) will be addressed by this communication intervention plan • Communication Intervention (3 pages) • Communication objectives • Target audience • Likely constraints and likely facilitating factors • Mix of communication channels • How materials will be pretested • Collaborating institutions/potential donors • Monitoring in evaluation • Documenting/disseminating results • Timeline & Budget (2 pages) Developing a country plan Promoting Rational Drug Use in the Community

5. Presentation of “country” plans • Prepare a handout to be distributed among all participants (max. 6 pages). • Prepare presentation (max 10 minutes)- use slides - mention main points - do not read everything you wrote in handout - select a good presenter • Criteria to judge the quality of proposal and presentation: • overall clarity • internal consistency • awareness of limiting and facilitating factors • suitability of selected interventions of target audience • feasibility (money, time, staff) • application of good communication skills. Developing a country plan Promoting Rational Drug Use in the Community

6. Communication objectives An objective should be: • meaningful, based on the priority behaviours to be changed • realistic • clear • measurable • ranked (because not all objectives are equally important • consistent over time Developing a country plan Promoting Rational Drug Use in the Community

7. Communication objectives continued Objectives are best stated in terms of: • access (to material or to a medium) • exposure to a message • awareness/knowledge (of a product, skill, issue) • trial of a behaviour • adoption (continued practice of a behaviour) Developing a country plan Promoting Rational Drug Use in the Community

8. Possible constraints/barriers • cultural • gender • geographical • financial • availability of trained staff • time Developing a country plan Promoting Rational Drug Use in the Community

9. Possible facilitating factors • political • financial • possible partnerships • new personnel/organizations • coverage by the media Developing a country plan Promoting Rational Drug Use in the Community

10. Mix of communication channels (media mix) Base on: Audience : its level of education its access to information technology its media usage patterns Communication objectives: To inform/raise awareness To motivate/change/reinforce behaviour To teach specific skills Channel characteristics: To what extent does the channel allow for dialogue exchange Developing a country plan Promoting Rational Drug Use in the Community

11. Mix of communication channels (media mix continued) Some possibilities: Printed materials: posters, flyers, pamphlets, brochures Mass media: radio, television, newspapers Interpersonal (face to face): shopkeepers, clinics, schools, community meetings, women’s groups Developing a country plan Promoting Rational Drug Use in the Community

12. Media mix continued Media mix determines: • Which channels will be used for each message and for each target audience. Different media may reach different segments of the audience • What particular role each channel will play: dialogue, credibility, coverage, reminder, educator • With what frequency each channel will be used • How channels are combined and mutually supportive Developing a country plan Promoting Rational Drug Use in the Community

13. How materials will be developed and pretested • Has the target audience been involved in the materials development? • Do they understand the material and products? • Do they feel that the materials are relevant to them? • Is there anything culturally offensive? • Does the target audience find the materials attractive/interesting? Developing a country plan Promoting Rational Drug Use in the Community

14. Possible partners/communication resources • Ministry of Health, Health Education Unit • Government radio and TV stations and other public sector expertise • NGOs • Universities • Advertising agencies • Market research agencies • Long/short-term consultants • International agencies, donor foundations Developing a country plan Promoting Rational Drug Use in the Community

15. Monitoring and evaluation Monitoring • Are the target audiences receiving materials/ messages? • Are they using the materials and learning from them? • Is the programme on schedule? If not, why not? • Will programme delayshave implications for other activities? Developing a country plan Promoting Rational Drug Use in the Community

16. Monitoring and evaluation continued Evaluation • What mix of quantitative and qualitative evaluation will you use? (evaluation indicators must closely reflect programme objectives)? • Reporting/publishing: how will you share information gained? Developing a country plan Promoting Rational Drug Use in the Community

17. Timeline Project ___________________________________

18. Budget Funding will be needed for: • Research (including baseline data on the audience pretesting, monitoring, evaluation) • Materials and development • Broadcast costs • Printing costs • Distribution costs • Interpersonal communication costs, eg. training/supervision • Technical assistance Developing a country plan Promoting Rational Drug Use in the Community