Examining Media Habits: implications for health promotion programs among the Toposa in Southern Sudan
Anne E. Heggen, Melissa A. Valerio, Gideon Gatpan Thoar, Ann F. Rodgers, Jonathan D. King, Lucia W. Kur, Steven Becknell, Paul M. Emerson · International Health · 2009
Dissemination of appropriate health education messages is essential to any health promotion campaign. This cross-sectional study examined media ownership, access and media preferences by target groups in Kapoeta South County, Southern Sudan. The target groups were segmented into household heads (n = 368); women with children under five years (n = 580); and youth 11-16 years old (n = 349). Interviewees were selected at random from 49 villages. Overall, a small portion owned radios (6.8%) and television sets (0.2%); more had access to radio (27.1%), listened to cassettes (50.8%), and had access to television and movies (21.4%). The majority were interested in programs developed in the vernacular (89.0%). A very low literacy rate (1.3%) and difficulty in understanding signage (29.7%) posed potential obstacles for use of print media as a primary source of health communication. Heads of household were more likely to own radios (P < 0.001), watch TV outside of the home (P = 0.034), and see posters (P = 0.038) than other groups. Traditional entertainment was attended by 94.4% of respondents. Information from chiefs (61.5%) and elders (51.5%) was considered trustworthy by the majority of respondents. This research highlights the utility in understanding media access, habits and preferences of community members when designing a health promotion campaign.