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Health Education Research, Vol. 5, No. 1, 99-106, 1990
© 1990 Oxford University Press

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HEALTHCOM: a communication methodology for health in the Third World

Elayne Clift

HEALTHCOM Project, Academy for Educational Development Washington, DC, USA

Health communication is a health education approach which attempts to change a set of behaviors in a large-scale target audience regarding a specific problem in a predefined period of time. Communication for Child Survival, or HEALTHCOM, is a world-wide research and development project grounded in the theory of health communication. The HEALTHCOM Project relies on social marketing, behavior analysis and anthropology to guide its methodological approach. This paper describes the project's methodology, using country case studies to illustrate its application.


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