BARRIERS FACED BY THE FRONTLINE HEALTH WORKERS RELATED TO
HEALTH COMMUNICATION STRATEGIES UNDER NATIONAL HEALTH
MISSION (NHM) IN CHHOTAUDEPUR DISTRICT OF GUJARAT*
Health Communication is an integral component of the National Health Mission used for promotion of health programmes and healthy behaviour amongst the communities. According to the Ministry of Health and Family Welfare, GoI (2019) a strategic framework for targeted IEC activities using 360-degree communication approach is designed. The Present research was undertaken in a tribal district of Gujarat state-Chhotaudepur to study the barriers related to Health Communication Strategies by the Frontline Health Workers and therefore, a combination of descriptive and analytical methods to explore and describe the existing situation of Health Communication Strategies was adopted. This paper describes about qualitative aspect of the research conducted through total twelve Focus Group Discussions i.e. two in each block (Chhotaudepur, Kawant, Naswadi, Bodeli, PaviJetpur and Sankheda) in which 74 ASHAs, 31 ASHA Facilitators and 34 Female Health Workers. Theme guides was used for FGDs. Results and discussion are illustrated on central themes of research. Data illustrated that majority of the ASHAs faced moderate barriers and significant differences level barriers were reported by those who belonged to Bodeli, having excellent occupational skills, with low knowledge about Health Communication Strategies and average media use expressed Towards Excellence: An Indexed, Refereed & Peer Reviewed Journal of Higher Education / Dr. Megha Sidhpura & Dr. Anjali Pahad / Page 482-495 March, 2021. VOL.13. ISSUE NO. 1 https://hrdc.gujaratuniversity.ac.in/Publication Page | 483 more barriers than their counterparts. Barriers related to availability, accessibility and characteristics of beneficiaries for Health Communication Strategies were faced to great extent by ASHAs and ASHA Facilitators, however, FHWs expressed barriers related to increase in workload due to duplication of data entry at multiple levels and teething problems in TeCHO, In a nutshell, results conclude that despite knowing the fact that Health Communication has a significant role to play, this component of NHM is neglected. Hence, the findings demand serious attention on the part of NHM officials and media experts who are the custodian of the community process component of NHM and also academicians and researchers who can also contribute immensely. It is suggested to pay utmost importance and adopt to evidence-based scientific approach for design, production and provision of tailormade, useful and effective Health Communication Strategies for grass-root level health workers and volunteers to foster communication efforts in improving on social determinants of health, achieving behavioural change.