An experimental study of the relationship between planned educational communication on an individual basis and action for infant care and post-partum care was conducted among Indian women. The study revealed that certain personal experiences related to health are associated with the seeking of postnatal or infant care, but that the constellation of experiences differs for the two actions. PUBLIC HEALTH workers are faced revery day with the question of which of several educational methods might best be used in a given situation. Focusing on this question, the experimental study reported here investigated the effectiveness of two possible methods of planned communication within the context of a maternal and child health program.Results of the study show that planned, person-oriented contact with staff, combined with the communication of simple, action-oriented information in understandable and meaningful language, is positively and significantly associated with an increase in the action recommended in the communication. Women were personally approached by selected hospital staff on an individual basis and were told through an indirect tape-recorded or a direct word-of-mouth message about the need for postnatal and well baby care in six weeks and the resources available for such care. Those exposed to this planned education, after hospital delivery of a well child, attended postnatal and well baby clinics within the specified time period in significantly larger proportions than did the mothers who were not approached by staff in this planned way.
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