Based on these strategic approaches, the Community Partnership for Family Health is grounded in five themes:
(1) Strategic Coordination.(2) Behavior Change Communication (BCC).(3) Institutional Capacity Building. (4) Advocacy / Supportive Environment.(5) Health, Population and Development Linkages. 1. Strategic Coordination:
Objective: To coordinate and integrate health BCC activities/programs in Jordan.
1. National Health Communication Strategy (NHCS): CPFH is bringing together stakeholders under a national Technical Advisory Group (TAG) to implement this National Health Communication Strategy. The TAG will be responsible for integrating health communication activities across life-stages, health and relevant non-health sectors and the major domains of households, communities, providers, and environments/policy-makers. 2. "Big Tent" Brand: All program activities will be framed around a coordinated, big tent brand (Our Health, Our Responsibility). Framing program activities under a comprehensive “branded” theme will provide the glue that connects health interventions, healthy behaviors, and health stakeholders at all levels across the key domains. The brand will be promoted both on its own, and in conjunction with other program activities. 3. Existing Programs and National Health Strategies: The NHCS is built on the solid foundation of current health communication programs in Jordan. Technical assistance in health behavior change communication will be offered by the Jordan Health Communication Partnership (JHCP) to any Partner that is pursuing health communication activities. In addition, the NHCS is developed to support and contribute to the goals and agendas of national health strategies. For example, the CPFH project's activities to generate demand for health services will address the Advocacy / Behavioral Change component of the Higher Population Council's Reproductive Health Action Plan (RHAP). This component aims to increase awareness and sensitization on reproductive health / family planning issues among decision makers, health providers and clients in order to promote use of quality reproductive health services. 4. Integration across All Health Program Sectors: Under the NHCS and “big tent” brand, CPFH will provide the needed technical assistance to concerned partners to ensure that all health communication programs, including the Advocacy and Behavioral Change Component of the RHAP and other national health related strategies, will be designed to support health organizations, services, and programs in the public sector, NGO sector, and private/commercial sector. For example, major campaigns promoting FP continuation or good RH practices will do so across all sectors. In addition, CPFH will provide the needed technical assistance to national partners and CAs for the design and production of future counseling materials for and capitalize on all health sector settings. At the same time, any smaller, more targeted campaigns/materials will include the “big tent” branding; this will reinforce all other programs and materials specific to the more narrowly defined needs of the individual sectors. 2. Behavior Change Communication (BCC):
Objective: To provide cross-cutting strategic integrated behavior change communication to achieve health competence and sustainable health outcomes for all Jordanians.
1. Life-stage Segmentation: Under CPFH's integrated program, information needs and communication programs are designed to respond to national priorities and to the unique needs associated with key life-stages within the Jordanian population. As such, life-stage is used as the primary segmentation variable, defining both the demographic characteristics and particular combination of health information needs by segment. While individual messages will be segmented by and designed for particular life stages, it is understood that people do not think of themselves in lifestages, or understand messages in that way. For that reason interventions will be designed with the knowledge that ultimately all lifestages and all messages converge in the family, the place where health behavior actually takes place.
The life stage segments are:• Early Childhood (0 to 5 years).• School Age Children (6 to 14 years).• Youth and Adolescents (15 years to marriage age).• Peri-Marital Young Adults (up to completed family size).• Older Family Members (after completed family size).
Vulnerable and hard-to-reach groups, such as those in the South, the urban poor, and those in rural areas, will receive special attention. The National Health Communication Strategy will specifically address these underserved groups through the use of social network interventions, culture/social specific events and materials, and other special initiatives to be designed and employed within each of the life stage activities.
Health communication activities will be developed to address the health priorities identified by stakeholders during planning workshops, and validated through focus groups with the general population, stakeholders & service providers. The health priorities defined for each life stage are as follows:
Early Childhood (0 to 5 years)
· Anemia · Acute respiratory tract infection· Vitamin A deficiency· Late initiation of breastfeeding, non-exclusive breastfeeding and short duration of breastfeeding · Dental caries· Lack of screening programs
School Age Children (6 to 14 years)
· Anemia· Vitamin A deficiency· Smoking · Overweight· Dental caries· Lack of screening programs
Youth and Adolescents
(15 years to marriage age)
· Overweight· Smoking· Sexually transmitted diseases / HIV
(up to completed family size)
· Anemia · Late initiation of breastfeeding, non-exclusive breastfeeding and short duration of breastfeeding· High total fertility rate · Underutilization of maternal and child health care services during antenatal & postpartum periods · Reproductive tract infections / Sexually transmitted diseases· Overweight· Smoking·Breast cancer
(after completed family size)
· Overweight· Inactivity· Hypertension· Diabetes· Smoking· Breast cancer
3. Institutional Capacity Building / Sustainability :
Objective: To enhance the Jordanian capacity in BCC and institutionalize sustainable BCC systems.Development of Sustainable SystemsUnder the NHCS, CPFH’s assistance to national partners focuses on creating structures and systems designed to support longer-term sustainability of health communication programs, health marketing efforts, and healthy community environments. 4. Advocacy / Supportive Environment:Objective: To invoke and sustain support among leaders, policy makers, stakeholders, and decision-makers for an environment conducive to behavior change and adoption of healthy lifestyles.
1. Address Local Level through establishing Community Health Committees (CHCs) :CPFH will provide needed assistance to local committees that focus on youth, social development, education, economic development and health to take an active role in supporting health and other development efforts at the community level. The CHCs will be hosted by local chapters or centers linked to core partners at the national level.
Once convened, these committees will:* Identify and advocate for local health priorities. * Facilitate and/or lead local health promotion/program activities (under the NHCS and in concert with the national campaign). * Increase community/public participation in health decision making. * Facilitate decentralization through identifying needs, enhancing local health environments, and developing local strategies to improve health. * Conduct the training on health compendium. * Over time, these committees may take on even broader roles in empowering communities and strengthening civil society involvement and participation in identifying other development needs and priorities and mobilizing resources to address them. 5. Health, Population and Development Linkages: Objective: To link health BCC to gender, education, governance, and environment, as time and resources allow. 1. Coordination Across Health and Non-health Sectors:The NHCS and “big tent” approach extends beyond organizations in health to include partners in Councils, Ministries, social networks, NGOs, and the commercial sector, working in the areas of population, education, religion, social development, military health, the environment, consumerism, business, and economic development. The national strategy seeks to maximize institutional, organizational and civic participation, built around common public health improvement desires and practices.