Enhancing Communication Strategies for Health Emergencies in Informal Settlements

The document explores communication strategies used during the COVID-19 pandemic in an informal settlement in Mumbai, focusing on the knowledge, attitudes, and practices (KAP) of residents. The study, conducted through a telephone survey with 460 participants, aimed to assess how people received information about the virus and how it influenced their behaviors. The findings revealed that while television and family were the most common sources of information, they were not the most trusted. Instead, community health workers (CHWs) and doctors were seen as more reliable. Despite high awareness of COVID-19 prevention measures, such as wearing masks and handwashing, there was a significant gap between knowledge and actual behavior, with many people not consistently practicing these precautions.

A key insight from the study was that economic concerns, such as job loss and financial insecurity, were more pressing for residents than the fear of the virus itself. Many respondents expressed that they were more worried about losing employment (53%) than their physical (10%) or mental (4%) health. This suggests that public health messaging in such communities needs to address broader socio-economic challenges alongside health risks to ensure better engagement with preventive measures. The research also found that misinformation and information overload contributed to complacency, with a majority of respondents perceiving a low personal risk of infection, leading to reduced adherence to safety guidelines.

The study emphasized the importance of using context-specific communication strategies tailored to vulnerable populations. It recommended that future health communication should rely more on trusted local sources, such as CHWs and doctors, rather than mass media, which was often perceived as exaggerated or unreliable. Additionally, public health campaigns should integrate economic and livelihood concerns to make messaging more relevant to communities. The research concluded that a holistic, multidimensional approach is necessary for effective communication during health emergencies, ensuring that people not only receive accurate information but also have the resources and support to act on it.