ReliefWeb

(June 9, 2011) The findings of extensive audience research in Haiti show that radio is a powerful tool for communicating critical health information and supports behavior changes that reduce the spread of disease.

In an effort to determine the effectiveness of a communication campaign on cholera, a team of Haitians trained in audience research methods by Internews’ Deputy Country Director, Jennifer Mandel, surveyed and conducted focus groups with Haitians in internally displaced persons (IDP) camps and in rural and urban areas, particularly in the parts of Haiti where the outbreak in December 2010 was most severe.

The campaign consisted of specialized radio and television programs, SMS messages, billboards, and PSAs that were developed by the Haitian health ministry with support from organizations such as the World Health Organization, UNICEF and the coordination platform, Communicating with Disaster Affected Communities.

More than 1,400 people were surveyed individually, and 440 people participated in focus groups.

“The most important source for us is the radio, because the information is broadcast in Creole and it is very easy to understand,” said a focus group participant from a camp in Leogane.

Research Results The purpose of the cholera communications research was to see how well Haitians understood the messages communicated, if they had implemented the prevention methods, what their sources of information were and how confident they were in the sources. The research gives new tools and insight to journalists and health workers trying to communicate with affected populations.

The study indicated that most people who received information about cholera changed their behavior with regard to using treated drinking water and washing their hands regularly. These are two critical factors in preventing the spread of cholera. For example, according to the survey results, in rural areas the percentage of people who started treating their water jumped from 25.8% before the communication campaign to 80.2% after.

As for where Haitians access information about cholera, radio topped the list with 88.3% of respondents saying they used radio most often. This was especially true in rural areas, where people can listen with or without electricity and while they are attending to other tasks. Other cited information sources included television (32%), and information from family and friends, (10.8%). Online information ranked lowest.

The risk of cholera is widespread. In focus groups, 31.5% indicated that they had had the disease themselves, and 90% knew someone else who had it.

The research also looked at people’s understanding of other ways to prevent cholera, how to treat it once symptoms occur, and how to treat someone else who exhibits symptoms.

Despite a reasonable level of comprehension about cholera prevention and treatment, the research results showed that not everyone understands everything they need to. Thus, while the campaign was relatively successful, there is an on-going need for more education, especially about methods for preventing cholera transmission.

Bureau de Recherches Économiques et Sociales Intégrées (BRESI) The firm that conducted the research – Bureau de Recherches Économiques et Sociales Intégrées – is in the process of developing from a small team trained by Internews into an independent organization, with support from Internews and the United States Agency for International Development's Office of Transition Initiatives (USAID/OTI). The research team has received formal training on and has experience in a wide range of quantitative and qualitative research methodologies and their expertise is in high demand by other NGOs and the Haitian government.

Internews’ research work in Haiti is funded by USAID/OTI and the European Union.