Tenth International Conference on Health, Wellness & Society

Abstract

This study pertains to the development and production of culturally sensitive messages on and about Tuberculosis (TB) that are aimed at addressing the low health-seeking behavior among TB patients, as well messages that work at dissipating the stigma attached to persons with TB. The messages also foreground the disease itself and its causes and modes of transmission. The messages promote the government’s facilities and encourage TB patients, symptomatics, and the general public to visit the DOH DOTS Centers for consultation and treatment. The study scrutinizes the placement of the produced Radio Commercials for airing in Radio channels, including an assessment of the audience reception to the broadcast materials in the campaign. The target audience consists of persons who have the symptoms of TB (symptomatics), those who have TB and have sought treatment at the Barangay health centers, their treatment partners (comprised of their family members and primary caregivers), and a general nationwide audience. The results of the study provide a basis for future media plans, such as producing new RCs or aiding the decision-making process in RC placement in Radio programs. The mixed methods approach can be utilized with both qualitative and quantitative data collected, analyzed, and interpreted. Moreover, “triangulation” combining two or more theories and data sources, methods can be employed.