TB Communication and social mobilisation Thomas Scalway, Panos Institute toms@panoslondon.org.uk www.panos.org.uk

TB – the communication challenges In AIDS, communication long seen as the primary weapon Community mobilisation and a broad partnership of different organisations, political advocacy and accountability are key to AIDS response. In TB, Communication takes a poor second place to the more medical aspects of the response A key challenge with TB communication is to compete with HIV for exposure, and to integrate with HIV Communication . First, look at the media and communication context…

A rapid evolution of the communication environment A decade ago: Relatively stable, centrally controlled and structured media Limited number of one-dimensional sets of media structures Despite their political drawbacks, these offered some advantages to communicators wishing to convey messages to large numbers of people

Media and communications today Online connectivity, a boom in mobile telephony, multiple broadcast and print channels, satellite and cable technologies These lead to dynamic, democratic, horizontal, complex, fragmented, commercial, rapidly moving, urban and consumer oriented media Generally many more communication players (inc. a growing and vocal civil society) Still there are huge disparities between those with knowledge and the means to communicate, and those do not Development economists talk about an information and communication economy. Most communities affected by TB are disenfranchised within this new economy.

TB Communication – the basics Practical information and communication on TB, that: A) meet our health goals B) and address the challenges of today’s complex and uneven communication environment Starting point is on information: A) about TB symptoms, treatment, prevention. B) creating communities competent and informed on how to keep TB at bay.

From information to participation Information does not necessarily change behaviour Overcoming issues of power, gender, inequality – the “poverty of voice” amongst key TB stakeholders Participatory communication: facilitating a conversation that enables community members to articulate and negotiate for their needs around a focused agenda within a more equitable social setting

Enabling Communication Environments Traditional approaches carry implication of social change, of availability of services. What happens when this change is not forthcoming? Supporting civil society in mobilising behind the problem of TB, and in articulating the agendas of those most affected. Supporting a media that is informed, critically constructive, and provides space for debate Creating greater inclusiveness, participation and consultation in TB policy and programming Not only top down communication, but enabling bottom-up communication