141st APHA Annual Meeting

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Severe malaria documentary in Ghana

Monday, November 4, 2013 : 11:00 AM - 11:30 AM

Ian Tweedie, MPH , Center for Communication Programs, Johns Hopkins University, Accra, Ghana
Badimak Yaro, MA , Basic Needs-Ghana, Tamale, Ghana
A major barrier to increased adoption of malaria prevention and control behaviors in Ghana, and in other highly endemic countries, is that many people do not take the threat of malaria that seriously. It is a common illness from which the vast majority of people recover within a short time given the appropriate treatment. They have become saturated with the basic malaria messages. New and compelling messages and approaches are needed. One such message, virtually unknown by the general public yet well documented in the literature, is that cerebral malaria not only can kill, but can also cause permanent disability, including epilepsy, learning disability and physical deformity. In fact, malaria is probably one of the largest causes of permanent disability in Africa. Epilepsy is highly stigmatized and frequently thought to be of a spiritual nature. Revealing that cerebral malaria is one cause of epilepsy, the film may also help to begin reducing the stigma associated with epilepsy. This documentary follows the stories of four children who have suffered permanent disability due to malaria and their families, allowing them to tell in their own words of the challenges they have suffered, and for some, the small triumphs they have achieved. Implications: This innovative approach can be replicated in other countries. It provides new and compelling content for malaria prevention and control messages not widely utilized, and uses a tried and true methodology of testimonial documentary.

Learning Areas:
Communication and informatics
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Define the impact that severe malaria has on permanent disability in Africa, including epilepsy, learning disabilities, and physical deformities. Describe the impact this has on individuals and families. Design a similar documentary using the testimonial approach to tell a factual and emotionally powerful story.

Keywords: International Health, Child Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have worked for the past 20 years as a Social and Behavior Change Project Director and Program Implementer throughout many countries in Africa. Currently I am the project director for a large SBCC project in Ghana focusing on malaria prevention and control, among other health areas.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.