Formative Research for Behavioral Modification Intervention
Project Director: Melvin A. Jabar
Funding Agency: Population Media Center (Vermont, USA)
This study provides empirically-based information on customs, norms, and values of a target sector that will be used in the production of culturally appropriate mass media communication intervention in the Philippines (drama using mass media). It presents an assessment of the habits, lifestyles and norms of the target audience to determine their needs, desires, behaviors and media usage, in order to develop understandable, high-quality, and culturally appropriate characters and storylines; and above all, it reproduces the lifestyles of the target audience. The results served as a basis for reviewing pressing health and social issues and concerns of the sectors in Philippine society in relation to family planning, reproductive health, maternal and child health, and nutrition. The study also includes an analysis of the different policy instruments available that are aimed at addressing those issues; a media and communication analysis; and a health infrastructure analysis.
Key words: culturally appropriate mass media communication intervention, target audience, lifestyle, family planning, reproductive health, maternal and child health, nutrition