Combating Tuberculosis (TB) is a huge challenge for social marketing. Besides implementing and monitoring the TB control program, the challenge lies in devising communication strategies. This article discusses the communication strategies, community participation and efforts to involve the private sector in combating the menace of TB. The authors specifically discuss a TV commercial, featuring Vivek Oberoia popular Bollywood film starfor the promotion of Directly Observed TreatmentShort-course (DOTS). The paper analyzes the communication aspects of this commercial with the help of meaning transfer theory. It also discusses the use of celebrity endorsement in non-profit communication. The communication strategy for TB emphasizes on advocacy and information dissemination. The authors argue that if TB control objectives have to be met, the program should focus on social mobilization. Celebrity endorsements help in mobilization in a big way. Communication messages are specifically targeted at the significant others to improve early detection of the disease and adherence to medication for effective treatment. Locating DOTS centers close to the patient and establishing local DOTS committee are some of the other significant steps. Partnering with the private sector would go a long way to ensure an effective TB control program.
By
all accounts, combating TB is a huge social marketing
challenge. Every day, about 5000 Indians develop TB
and over a 1000 die because of it. Most of the TB-affected
people are stigmatized, with women patients often neglected
or abandoned. However, the consequences of the disease
extend beyond the individual and his social existence.
TB's economic impact is equally staggering. An adult
suffering from TB loses 3-4 months of work, on average.
This reduces 20-30% of the household's annual incomea
crippling loss for families that are already battling
poverty and underdevelopment. The nation also pays dearly
for it. The annual cost of the country is pegged at
US$300 mn in direct costs and at US$3 bn in indirect
costs (Govt of India, TB India, 2005). This situation
exists despite the availability of treatment and drugs.
Medicines for TB treatment are provided free at government
health centers, known as DOTS centers. DOTS is the standard
treatment prescribed for TB-affected persons. |
