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.