Communication for equity in health: a strategic view

Abstract

BACKGROUND. Strangely enough, communication is not a widely employed tool in the field of health, in particular if we consider the invasion of mass media in our life and the changes brought about in society through publicity. What we now label as “globalization” would not exist without communication. OBJECTIVES. To describe social communication strategies which have been applied to equitable human development; and to pose health communication as a tool for the improvement of quality of life. METHOD. National and international publications dealing with communication models and strategies utilized as a means to obtain empowerment and behavioral changes in health were reviewed. The model proposed by Carlos del Valle Rojas is particularly relevant to the Chilean situation. On this basis, health communication activities have been planned for a local Health Center in the South-East Area of Santiago. RESULT. A project concerning the use of communication tools for the empowerment of highly vulnerable young people has been conceived. Its name is “Community Health Bulletin” and it will be completed in april 2010. CONCLUSION. Health policies in our country should include social communication strategies.