Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

REVIEW OF LITERATURE 
 
Related studies emphasize essential points about public health campaigns. First, although education and 
training on health issues have been helpful in promoting health behavior, acquisition of new knowledge does not 
automatically lead to behavior change in people. Jayaweera (1976) emphasized that in developing a communication 
program, one needs to consider the cultural context in which one communicates. The knowledge required to effect 
the behavior change must be communicated in a manner which is relevant and understandable, to ensure acceptance 
by the target recipients. What may be easily accepted and practiced in a more advanced society may not be as well 
received in a less developed society. It is interesting to note that even a developed country like Canada has exerted 
efforts to “Canadianize” the FightBAC! Campaign of the United States and has achieved positive results 
(http:www.canfightbac.org/english/about/ar/ar00/obje.shtml).
Studies claim that infusion of information into a society is seldom the only approach used by campaigns 
that aim to bring about long-term behavioral changes. The literature has indicated that disseminating information 
and promoting attitude and behavior change have seen positive results where the larger community has been 
involved. The country reports at the FAO/WHO Global Forum of Food Safety Regulators held in Morocco in 
January 2002 cite efforts to extend communication and participation to all stakeholders in the community. 
The country reports also emphasized the importance of training and education, especially those that have 
been socially and culturally adapted, in achieving the objectives of a public health campaign. There seems to be 
strong belief that food safety training and education should start at an early age, possibly at the primary level. This 
appears to be especially important where the majority of food service companies are small-scale and where training 
is usually of low priority due to budgetary constraints.
Studies covering a diverse range of topics on the prevention of osteoporosis 
(http://www.umaine.edu/mainecenteronaging), promotion of breastfeeding
(http://www.social_marketing.org/success/cs-nationalwic.html) and the use of seat belts
(http://www.motortrend.com/features/auto_news) were conducted in different places and during different time 
periods. But they appeared to arrive at common conclusions of the importance of a carefully crafted communication 
approach as an important component of successful program implementation.