Analysis of different communication channels for promoting hygiene behaviour.

A hygiene intervention study reduced diarrhoeal disease transmission in rural northeast Thailand by promoting hand-washing and dish-washing behaviour. Most of the target audience did not recognize a connection between these behaviours and diarrhoeal disease, and therefore a social marketing approach was used to develop a campaign promoting behaviours through a variety of communication channels keeping messages simple and in terms understood by the community. Overall, there was a strong correlation between the number of communication channels remembered by respondents and their knowledge score, with passive channels of printed media such as stickers, posters and leaflets associated with significantly higher scores than other channels. However, the same did not hold true for improvement in actual behaviour and only 'school children' were associated with significantly less fingertip contamination. In-depth interviews with conformers and non-conformers suggested that although most knew the intervention messages well enough, the importance they attached to them differed markedly. Thus dissemination of message knowledge was not consistent with the process of dissemination of actual practice. Where a strong sense of community spirit existed, friends, relatives and neighbours were more likely to discuss intervention activities with each other.