News and Insights
Voices of Change: Role of Communicators in Building a Healthier India
October 3, 2024
In 2017, I found myself in the heart of Maharashtra, a state in the western region of India, visiting Wardha district as part of a college trip aimed at covering deprivation in the country’s rural areas. As a journalism student eager to understand the realities of rural life, I expected to witness poverty, lack of infrastructure, and the typical struggles that come with it.
During my visit, I encountered a team of doctors and nurses, moving from house to house, speaking with local women as part of an awareness drive on maternal health. The women listened intently, but the moment the doctors mentioned the need for prenatal checkups at a hospital, I could see the hesitation in their eyes. It was not just about logistics or costs—there was a deep-seated mistrust of modern medical practices.
That’s when I realised the critical role of a health communicator in India.
In a country of over 1.4 billion people, where thousands of languages and dialects are spoken, and traditions run deep, simply providing medical information is not enough. The message needs to be woven into the fabric of local beliefs, cultures, and languages.
A health communicator in India is not just a translator of facts; they are negotiators of trust, understanding, and change. They are the vital link between health systems and the diverse communities they aim to serve, ensuring that life-saving information resonates with every individual. Whether it is dispelling myths about vaccines in a tribal village or breaking down the stigma around mental health in conservative urban neighbourhoods, these communicators are the unsung heroes behind India’s most successful health campaigns. Without them, health initiatives would remain words lost in translation.
We have seen remarkable success stories in public health initiatives, demonstrating just how transformative and effective health communication can be. The eradication of smallpox and polio, and the Covid-19 vaccination campaign are shining examples of how effective health communication can be used for public good.
In the 1960s, India bore 60% of the total global burden of smallpox cases. Despite vaccines being available, mass vaccination became a challenge due to the fears of the injection, cultural factors, and the large number of births every year. The government began a massive publicity campaign with posters in local languages stating the benefits of vaccinations.
Door-to-door campaigns were held to find new cases and healthcare workers were trained in administering the vaccines. The Prime Minister also took an active part in the campaigns, exhorting citizens across the country to vaccinate themselves. Monetary rewards were also offered for information on new cases. Multiple modes of communication such as loudspeakers, radio stations, newspaper ads, and television commercials were all used to drive the campaign, but the most effective method was word of mouth. By 1977, India was declared smallpox-free.
Similarly, the eradication of polio by active surveillance and consistent dissemination of information via multiple channels also demonstrates the importance of effective communication. Until the early 1990s, the country was witnessing between 200,000 to 400,000 polio cases annually. Just like in the case of smallpox, barriers to the polio vaccine continued to exist.
Vaccine hesitancy was highly prevalent within religious minorities and impoverished communities. This was compounded by accessibility barriers and misinformation. Once again, extensive campaigns came to the rescue. They were launched from the grassroots level by roping in influential celebrities.
As someone who was growing up in that era, I remember seeing television ads with leading personalities asking parents to vaccinate their children against polio, with the catchphrase ‘Do boond zindagi ki’ (two drops for life) spreading far and wide. International cricket events were organised to spread the message. Media partnerships resulted in radio spots that were far more popular among migrant and remote populations. These media engagements also helped dispel misinformation and detect new cases. By 2014, India was declared polio-free.
The most recent example of how public health can be improved by health communication is the massive Covid-19 vaccination drive, which was internationally recognised. As the virus surged, so did the amount of disinformation and misinformation. Health communicators were thrust into the spotlight, and they rose to the occasion.
From social media to local community meetings, every avenue was explored to reach diverse populations. From traversing Rajasthan on camels to reaching remote regions via boats, the need for vaccination was disseminated in a culturally nuanced fashion, leading to the delivery of nearly 2.2 billion doses. The government further bolstered these efforts by leveraging digital tools such as the Co-WIN app to track immunisation rates.
Significance of health communicators
What is common in all these case studies is how important communication was to ensure that all population groups knew how important it was to be vaccinated. The role we play cannot be reduced to mere public campaigns. The responsibilities we shoulder are far more nuanced and significant. These include:
- Building awareness: Raising awareness about health issues, treatments, and preventive measures is the focal point of health communication. By simplifying complex medical information and making it accessible, we help demystify health topics for the general public.
- Fostering trust: Losing trust in health services can lead to poor outcomes. Communicators bridge the gap between health service providers and communities, building relationships on transparency and credibility. This trust encourages individuals to seek medical advice confidently.
- Empowering communities: The sheer diversity in the country necessitates the need to adopt a grassroots-level approach through communities. Health communicators empower communities by providing information needed to make informed health decisions. This improves individual health outcomes and strengthens community resilience.
- Combating misinformation: In an age where misinformation spreads rapidly, health communicators play a vital role in debunking myths and clarifying facts. They help protect public health and ensure individuals have access to reliable information.
- Encouraging healthy habits: Effective communication can promote healthy lifestyle choices such as adopting nutritious diets, encouraging regular screenings, and advocating for vaccinations. By highlighting the benefits of these practices, health communicators can be catalysts of positive behavioural changes in the population.
Enhancing role of health communicators
While health communication has become streamlined and more potent than earlier, gaps still exist. Here are some ways to address them:
- Training from grassroots level: Language barriers hamper the effectiveness of health communications. Given the sheer diversity of languages and differences in local dialects, health communicators must be well-trained from the grassroots level. This includes understanding the unique language, cultural, and social dynamics of communities.
- Enhancing collaboration: Stakeholders, including government agencies, non-governmental organizations (NGOs), and local leaders, must unite and work in concert to amplify the impact of health communication efforts. Joint initiatives can leverage resources and expertise to reach wider audiences.
- Leveraging technology: Utilising social media, mobile apps, and telehealth services can facilitate real-time communication, making health information readily accessible to diverse populations.
- Getting the community involved: Engaging community members in health initiatives fosters ownership and accountability. When individuals participate in creating and disseminating health messages, they are more likely to trust and effectively use that information.
- Receiving feedback: Health communicators can adapt their messages and approaches to meet evolving needs only through continuous refinement by listening to the communities they serve.
In India, health literacy is not a luxury but a necessity. Therefore, the role of health communicators is indispensable as health without effective communication is like a medicine bottle with no label—useless, and often dangerous.
In a land where trust can be as powerful as medicine, they ensure that health is not just delivered—it is understood, accepted, and embraced. Without health communicators, even the best medical interventions would fail to leave their mark. As we move forward, it is essential to create a society that understands health and how to apply that knowledge.
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