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

2. WHO 2 Developing a country plan Promoting Rational Drug Use in the Community 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

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

4. WHO 4 Developing a country plan Promoting Rational Drug Use in the Community Key components of a communication plan 1.Introduction 1.Briefly describe rapid appraisal you have undertaken (methods: sources of info). 2.List core problem and related factors & stakeholders involved (problem analysis diagram) 3.Indicate which factor(s) will be addressed by this communication intervention plan 2.Communication Intervention (3 pages) 1.Communication objectives 2.Target audience 3.Likely constraints and likely facilitating factors 4.Mix of communication channels 5.How materials will be pretested 6.Collaborating institutions/potential donors 7.Monitoring in evaluation 8.Documenting/disseminating results 3.Timeline & Budget (2 pages)

5. WHO 5 Developing a country plan Promoting Rational Drug Use in the Community 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.

6. WHO 6 Developing a country plan Promoting Rational Drug Use in the Community 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

7. WHO 7 Developing a country plan Promoting Rational Drug Use in the Community 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)

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

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

10. WHO 10 Developing a country plan Promoting Rational Drug Use in the Community 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

11. WHO 11 Developing a country plan Promoting Rational Drug Use in the Community 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

12. WHO 12 Developing a country plan Promoting Rational Drug Use in the Community 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

13. WHO 13 Developing a country plan Promoting Rational Drug Use in the Community 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?

14. WHO 14 Developing a country plan Promoting Rational Drug Use in the Community 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

15. WHO 15 Developing a country plan Promoting Rational Drug Use in the Community 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 delays have implications for other activities?

16. WHO 16 Developing a country plan Promoting Rational Drug Use in the Community 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?

17. Project ___________________________________ Timeline

18. WHO 18 Developing a country plan Promoting Rational Drug Use in the Community 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