Health Communication Using Mobile Technology in Afghanistan

"BBC Media Action's qualitative research explored the maternal and child health information that is available and needed [in Afghanistan], and analysed which people in households and the community have significant influence over pregnant women."

This research summary describes BBC Media Action's scoping study of the potential of maternal and child health communication initiatives using mobile technology in Afghanistan.

Using a qualitative approach, researchers conducted six focus groups, 12 triad interviews (those with three participants), and six in-depth interviews across urban and rural areas with new mothers and fathers, pregnant women, mothers-in-law, and community health workers in the provinces of Balkh, Herat, and Helmand in order to provide the BBC Media Action project team, policymakers, and other key decision-makers with background information for a future plan for health projects in Afghanistan.

"Key findings:

• At a community level, families tend to seek advice from numerous sources including religious leaders, traditional midwives and health clinics. The husband remains as the ultimate decision-maker. This suggests that along with targeting women directly, it is important to direct relevant messages to these other gatekeepers.
• Mobile phones are increasingly being used in Afghanistan and are accessible to women as well as men. Often they serve functional purpose, for women especially, as it allows them to remain connected with their husband and immediate family.
• The concept of using mobile technology to share accurate and relevant health information is well-received and is seen as both a cost- and time-efficient alternative to visiting a health clinic. This is despite some concerns about how literate people would need to be in order to use these, as well as some worries over the cost implications of such services."

Implications for project planning include the following:

• Information gatekeepers who relate information to women include male and female family elders, husbands, religious leaders, traditional midwives, and health clinics - all possible project audiences.
• Audiences can be influenced toward intended health decisions by what they read and hear through the media; however, cost and travel safety are also factors influencing health behaviours.
• Network and technical capabilities and low literacy levels can restrict how much women are able to use mobile phones, which generally are connected to husband and family usage/ownership and limited by perceived cost.
• "...[T]elevision health programmes are considered to be an accessible and informative platform for receiving important health information, [however,] the concept of using mobile technology for a similar purpose is well received. It is seen as both a cost- and time-efficient alternative to visiting a health clinic...."

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