IEC Interventions for Health: A 20 Year Retrospective on Dichotomies and Directions

Abstract:

"In January 1997, the World Health Organization's Family Planning and Population Unit (WHO/FPP) commissioned a retrospective qualitative study of 20 years of experience in information, education, and communication (IEC) as it had been applied to public health initiatives globally. The purpose of the study, which relied on a literature search, a field survey, and in-depth interviews, was to examine lessons learned from two decades of experience in applying IEC interventions in support of public health in order to improve the integration of reproductive health services through IEC initiatives. While the focus of the study was on ways in which IEC can support reproductive health strategies, the discourse surrounding this effort pointed to a number of generic issues of interest or concern to all health education, communication, and promotion practitioners. An analysis and synthesis of "best practices" as perceived by IEC program managers, field implementers, donors, and evaluators revealed significant dichotomies and differences of opinion that have emerged in the field of IEC in recent years and helped to identify several areas for future operations research. This article articulates those divergent opinions, cites major areas for further research, and highlights a strategic approach to partnerships aimed at improving the delivery of health and communication programs."

Excerpt from the Conclusion:

"...Communication strategies have, of necessity, moved beyond the mere production of messages and campaigns as health issues and health behaviors have become more complex. Partnerships are recognized as vital to success, and values, meaning, and cultural context have risen in the list or priorities to be considered. Quality, sound management, and capacity building are now recognized as crucial to the success of truly integrated IEC programs, and understanding sociocultural and political environments into which health communications must fit is now paramount..."