This contribution to the 40th Anniversary celebration of the Diffusion of Innovations Theory discusses three health communication projects which applied the tenets of Diffusion of Innovation Theory with differing results: Using voodoo practitioners to pave the way for HIV/AIDS education in Haiti. A food-based approach to improving Vitamin A nutrition in Nepal. Diffusion at the horizon of life: The difficulties of communicating reproductive health to youth in Mali. The article illustrates a spectrum of circumstances in which diffusion theory has been applied, in order to show the application of the theory with different populations or target groups, in different sectors, and in different regions of the world.
A large body of evidence has documented the effectiveness of mass-media communication programs in increasing family planning use and changing reproductive behavior. But the potential impact of these programs on the mediating role of gender norms has not been systematically assessed in Nigeria. Regionally representative cross-sectional end line data collected for the evaluation of a long-running entertainment-education radio serial drama program aired in northern Nigeria are examined for program effects on both reproductive and gender outcomes as well as the relative effect of gender on reproductive outcomes. The drama was popular, with 70% of the sample listening weekly. Results show that the drama positively impacted both sets of outcomes especially the reproductive outcomes. Results further indicate a strong relative effect of gender on reproductive issues.
Comprehensive yet affordable care for STDs in persons (and their partners) who recognize symptoms is feasible and should be widely implemented in primary care systems to prevent the spread and complications of STDs and HIV in Africa.
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