Developing Health Communication Materials During a Pandemic
Developing Health Communication Materials During a Pandemic
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DOI：
10.3389/fcomm.2020.603656
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发表时间：
2020-11-23
影响因子：
2.4
通讯作者：
Reich, Michael R.
中科院分区：
文献类型：
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作者：
Benski, Caroline;Goto, Aya;Reich, Michael R.
随着新冠肺炎病毒在全球迅速传播，与大流行相关的信息也迅速大规模传播。关于这一流行病的不确定性和未知数，加上信息的爆炸性增长，在许多人口中造成了困惑和恐惧。公共卫生从业人员面临的一项重大挑战是提供不同类型的受众能够理解的明确和一致的信息，包括在这一过程中经常被遗忘的弱势群体，如孕妇和儿童。我们对比分析了新冠肺炎疫情期间马达加斯加孕妇健康传播产品和日本小学生健康传播产品的发展历程。这项研究比较了这两个领域在不同社会经济环境下的经验，以确定在健康危机中开发传播材料的共同战略。这两个案例都编写了与当地主要传播者和目标受众合作编写的传播材料。这两种产品都使用了简单而清晰的结构，并包括了应该做什么和不应该做什么。信息是针对目标受众的生活方式量身定做的，措辞也符合文化和语言背景。两个开发团队都注重通俗易懂的文字，以及文化上可以接受的设计和颜色。最终产品通过多种渠道迅速和广泛地分发给当地社区。这两个实地经验显示了共同的战略，即及时编制符合文化和视觉吸引力的健康宣传材料，并可在健康危机中通过现有渠道进行传播。我们的经验强调，建立在与目标社区现有信任关系基础上的合作和迭代努力，可以为在健康危机中作出快速沟通反应奠定基础。
As the COVID-19 virus spread rapidly around the world, information related to the pandemic also spread quickly and in massive amounts. Uncertainty and unknowns about the pandemic together with the explosion of information created confusion and fear among many populations. A major challenge for public health practitioners is to provide clear and consistent messages that can be understood by different types of audiences, including vulnerable populations such as pregnant women and children who are often forgotten in this process. We compared and analyzed the development processes of health communication products for pregnant women in Madagascar and for elementary school children in Japan during the COVID-19 pandemic. This study compared these two field experiences in different socioeconomic settings to identify common strategies for the development of communication materials in a health crisis. The two cases both developed communication materials developed in collaboration with key local communicators and the target audiences. Both products used a simple and clear structure and included do's and don'ts. Messages were tailored toward the lifestyles of the target audience and phrased to fit with cultural and linguistic contexts. Both developer teams paid attention to easy-to-understand words and culturally accepted design and colors. The final products were distributed swiftly and widely through multiple channels with the local community. These two field experiences demonstrate common strategies for developing health communication materials that are culturally-tailored and visually-appealing in a timely manner and can be disseminated through existing channels in a health crisis. Our experiences emphasize that collaborative and iterative efforts based on an existing trust relationship with the target community can provide the foundation for a rapid communication response in a health crisis.