Communication channels

• Wider reach in urban and rural areas
• Maximum impact due to audiovisual elements

• Expensive production costs
• Less reach among rural and migrant populations, who are vulnerable to TB.

• Radio production is simple and much less expensive than TV.
• Relatively wider reach than TV among rural and migrant populations.
• Accessible even on mobile phones

• Radio listening is no more popular; TV viewing/online portals are more popular.

Newspapers

and

magazines

Educated

individuals,

households

• Timely and fixed s
• chedule of dissemination.
• Pictorial description of message.

• Not useful for the illiterate population
• People read newspapers for news about political developments, crime, etc., and not for advertisements per se, unless the advertisement is attractive and eye-catching enough.

• Strong pictorial description of the message.
• Useful in high-traffic areas

• Brief messages
• Short lifespan

• Good for communicating core messages with illustration/ visual support.
• Mass distribution and a kind of take-home message.
• Not very expensive.
• Can be used for repeated exposure and to reinforce messages broadcasted through mass media.

• Useful for the literate population, but can be used by the illiterate people as well
• If the pamphlet looks attractive enough, it is taken home and contents are deciphered with the help of literates or children at home/ in the neighbourhood.

• Detailed information/ instructions with illustrations/ visuals/ graphs etc.

• Production costs may be relatively high.

• Good support in counselling sessions.

• Production costs may be relatively high.

• Useful in high-traffic areas.
• Good for identification, pictorial description and reinforcement of message

• Only for the literate population.
• Message retention is low

• Face-to-face communication along with audio-visual communication for better message retention.
• Useful in dispelling myths and practices.

• Expensive to scale up.
• Requires trained staff.
• Relatively small reach.

• Entertaining and can grab audience attention and better message retention

• Expensive to implement and scale up
• Relatively small reach
• Requires precision of timing

• Entertaining and can grab audience attention and better message retention
• Can touch an emotional chord with individuals/ households; useful for sensitisation.

• Relatively small reach.
• Expensive to scale up.
• Requires precision of timing.
• Requires good artists with prior training.

• Credible source due to face-to-face communication.
• Allows detailed explanation of key health messages.
• Can help dispel myths and check wrong practices.

• Time-taking to build reach.
• Small reach (individual).
• Costly to scale up.
• Requires special training.

• Credible source due to face-to-face communication.
• Allows detailed explanation of key health messages.
• Can help dispel myths and check wrong practices.
• Useful for rapport building.

• Time-taking to build reach.
• Small reach to the target audience.
• Requires adequate capacity building.

• Brainstorming of key stakeholders.
• Identification of key communication challenges,
• Key inputs from experts and academicians.

• Not timely.
• High cost of implementation.
• Time-taking to bring about change.
• Difficulty in mobilizing key stakeholders.

Key

influencers,

individuals,

households

• Emphasis on key messages by influencers/ stakeholders.
• Useful for addressing different segments of the target audience together.

• Intermittent in occurrence.
• High organising cost.
• Only verbal communication involved.
• Reach is relatively small.

Households,

individuals

• Dissemination of key messages among communities.
• Word-of-mouth communication.

• Low frequency.
• Only verbal communication involved.

• Targets individuals but has a wide/ mass reach.
• An effective method of reaching a large number.
• High visibility among decision-makers.

• Only limited people have access to internet accounts on Facebook, and an even smaller number have blogs.

A home visit is a form of Interpersonal Communication (IPC).

• Credible source due to face-to face communication
• Allows detailed explanation of key health messages
• Can help dispel myths and check wrong practices
• Useful for rapport building