‘Media should be more gender-sensitive while tackling issuesÂ’
Karachi: The media should be more gender sensitive in their tackling of issues related to maternal health and abortion, and must look beyond economics while streamlining strategies for a health-related programme, speakers concluded on the third day of a residential workshop, organised by PANOS, a global programme created to engage the media and increase public debate through training and orientation.
The speakers observed that most of the health-related programmes on TV vanished after a while or were relegated to a once a week show, due to lack of interest on the part of the media and through lack of funding in a subject, which cannot earn instant Television Rating Points (TRPs).
Zubeida Mustafa, a journalist by profession, said that when it came to funding they should not depend on anyone. “Non-Governmental Organisations (NGOs) should come forward with the funding of awareness generating programmes, as they themselves were generously funded by the international organisations working for the plight of the poor and downtrodden.”
One of the participants said that more than funding it was about the purpose of the message which should grab the viewer’s attention instantly. He pointed out that funding, strategy and a media plan were three totally different concepts, for which various people were responsible.
He said that people would not remember on which channel they saw an advertisement or other awareness generating skit, it solely depended on the preciseness of the message.
Giving an example, the participant said that the recent advertisement of Green Star was brilliant as far as its melody and presentation was concerned, but apart from that the message did not come across that well, as people were more hooked on to the melody.
Dr Sadiqa Jafarey, senior gynaecologist at the National Committee for Maternal and Neonatal Health (NCMNH) said that more than informing the people about various symptoms and its causes, the policy-making issues, regarding health, and its implementation should be discussed. As even a junior doctor can discuss symptoms and its cure but now we should move towards the question:
“How can we make sustainable policies in the health sector?”
She also urged that the policy-makers be invited in the programmes focusing specifically on health of a woman, so that they can be asked about their health plans.
Dr Jafarey said that more than policy its implementation was the main hurdle as so many programmes had been made even before but they yielded no ample result as none of the policies made were implemented.
Sahar Ali, the coordinator of the workshop added a key point in the discussion by saying that most of the programmes do not continue the communication process and follow through, which is a very intricate part of any campaign or awareness plan. “What happens is that most of these programmes end with a press release, which does not serve the purpose at all.”
Radio was considered to be the most effective medium, apart from the electronic and print media, as its message is far reaching and it is not restricted by anything, and the message can be transferred far and wide.
The speakers included a team of gynaecologists and veterans including, Ms Hilda Saeed, Dr Shahida Zaidi, Dr Shaheen Salahuddin, Dr Samrina Hashmi and Ms Rahal Saeed.
Source: The News
Date:2/26/2010
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