Taking video on the road in the Philippines.

ABSTRACT

PIP The experiences of the Nutrition Center of the Philippines (NCP) suggest that the effectiveness of development communication can benefit from a systematic approach and the evolution of "high-tech" into appropriate technology. In 1979, a comparative study was made among rural villages with no intervention (comparison group); with only a village nutrition worker (BNS-only group); with a village nutrition worker and short exposure to the video-vans (VTRS group); and with a village nutrition worker and longer exposure to the video-vans (VTRL group). Results comparing these groups showed significant differences related to amount of intervention. For example, mothers in the VTRL group were 55% more likely than mothers in the comparison group to describe feeding their children meals containing items from all 3 basic food groups recommended in the videos. In a follow-up study in 1981 in the same villages, improvements in nutritional status continued, with an additional 16% decrease in moderate to severe malnutrition and a 12% increase in mild nutrition to normal nutrition. Similar results were obtained in another impact study of 48 rural villages receiving the same intervention in another part of the Philippines with measures taken in 1981, 1982, and 1983. Major factors in the success of the Philippine program are the abilities, talents, and dedication of the Nutrition Center staff and management. Another factor that may help account for the continuing success of this intervention model is the use of the "ABC Model for Developing Communication to Change Behavior." This model utilizes a systematic process of developing communication materials built upon the analysis of the abilities, experiences, beliefs, customs, current practices, and preferences of the audience (mothers of preschool children); explicit specification of the behaviors or skills mothers need in order to improve the nutritional status of their children; definition of how much behavior change of each type will constitute a worthwhile level of effect; analysis of each behavior or skill sought and how the mothers can best be helped to learn to make the necessary changes; development of training materials that provide active participation of the learner and frequent opportunities for positive feedback; emphasis on communicating through realistic visuals; careful pretesting and revision of draft materials; and periodic, statistical field evaluations. All audience analysis, design, development, and production of the videotapes is done by NCP staff. After the systematic development and production of the video modules, a fleet of Jeep-type vans (called Nutri-Buses) regularly visits the villages. A "communicator" who is a registered nurse rides each van and provides feedback and reinforcement during discussion of the tapes. There are currently 60 communicators who each cover 40-45 villages per month, reaching 5400 targeted children in 2700 villages.^ieng