PMID: 11925492Apr 2, 2002Paper

Communication strategies to optimize commitments and investments in iron programming

The Journal of Nutrition
Marcia Griffiths

Abstract

There is consensus that a communications component is crucial to the success of iron supplementation and fortification programs. However, in many instances, we have not applied what we know about successful advocacy and program communications to iron programs. Communication must play a larger and more central role in iron programs to overcome several common shortcomings and allow the use of new commitments and investments in iron programming to optimum advantage. One shortcoming is that iron program communication has been driven primarily by the supply side of the supply-demand continuum. That is, technical information has been given without thought for what people want to know or do. To overcome this, the communication component, which should be responsive to the consumer perspective, must be considered at program inception, not enlisted late in the program cycle as a remedy when interventions fail to reach their targets. Another shortcoming is the lack of program focus on behavior. Because the "technology" of iron, a supplement, or fortified or specific local food must be combined with appropriate consumer behavior, it is not enough to promote the technology. The appropriate use of technology must be ensured, and this require...Continue Reading

Citations

Mar 27, 2007·Public Health Nutrition·Zelee HillCharlotte Tawiah Agyemang
Aug 21, 2013·Critical Reviews in Food Science and Nutrition·Lada TimotijevicMonique M Raats
Apr 2, 2002·The Journal of Nutrition·Frederick Trowbridge, Reynaldo Martorell

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